Client: Heartwood Fable Collective Farm
Our goal in creating these posters was to get people to sign up for HFCF’s Winter CSA. The idea here is that there is bounty available in the winter CSA – that of the summertime, preserved through the winter. Instead of trying to take one photo of a cornucopia that would invariably end up looking like it was taken in the early 80s for some lame gourmet cookbook, we made 6 versions of the same poster, each highlighting one hero vegetable that you’ll get to eat this winter when you sign up for the Heartwood Fable Collective Farm Winter CSA!
The diabolically simple part is that they are spread around the area, so when I go to the food co-op, I’ll see the kohlrabi one and I’ll be like damn that’s a nice poster with nice lettering and a nice photo and I’ll be inclined to sign up right away but then I forget because I’m a human with a million kids to take care of and lots of projects not to mention work and catching up on my shows. Then when I go to church the next morning I see the same poster but its different! And bam I’ve had an experience. I caught the wink. I’m on the inside. I’ve noticed the effort these crazy farmers had put into actually thinking about marketing the sales of this product and I’m impressed. And I want to eat the shit out of that squash. And I will. Please take my money.