Challenge: Create an print advertisement for Brillo scrubbing pads to be used in Bon Appetit Magazine.
My final design statement:
The concept for this piece is simple, clean, classic. No extraneous elements, simply the classic scrubbing pad and a clean white background with just the word “classic.”
The problem here was creating an advertisement that could be seen in a modern high end magazine for a “low end” product which has been around for a long time. Through different iterations and feedback, people gravitated toward the simplicity and clean modern idea of just the product and minimal wording. This piece is the result of all of that. Stripped down to it’s core, minimal, powerful and cleanly presented. The photo of the pad itself was stretched and altered to give it a more clean edged and uniform shape, the colour was removed from the logo and presented in a way to appear simply cut out from the object, the word “classic” was done in a colour sampled directly from the pad itself and ended with a period to provide closure to the statement and give it a feeling of finality, ie; “enough said”
The pink swoosh in the background was inspired by vintage Brillo box design, and the same sampled pink was used for that to provide a cohesive and simply colour palette.
All of these elements and design choices lead to a finished piece that honours the product and brings it into a more modern context visually.
The overall goal was to focus on Brillo brand being such an iconic and classic name, yet still be appealing to a modern audience in a higher end cooking magazine. I explored several different approaches with this goal in mind, eventually settling on the simple image of the pad with the logo and "classic."
The colour was removed from the logo and the pink used for the text and eventual background swoosh (inspired by the vintage Brillo box designs) was sampled directly from the photo of the pad itself.
This resulted in the primary comp, which is both modern and classic, simple and elegant while still highlighting the product itself.
It all started with massive amounts of thumbnail sketches. Many, many sketches. Several different concepts were explored before settling on the classic approach.
