Client
Year
2021
Agency
Crafted Venezia
Eleonora Palma
Art Director / Graphic Designer / UI Designer
Caterina Canale
Copywriter
The product's perfection was undeniable, leaving no flaws.
The approach was to present the product perfection transparently and truthfully. "This is Frank" is a brand that embodies honesty, directly conveying the product's essence without embellishment or additional marketing strategies.
“This is Frank” speaks for itself through multiple statements about its cultivation method and its unique qualities.
Deliverables:
branding, packaging, landing page, digital campaign, out-of-home launch campaign, printed assets for large-scale retail distribution.
Each package presents one of the product's unique selling propositions.
This lettuce grows only with water and light.
This salad has never seen soil.
This basil grows on multiple vertical levels.
These are some of the disruptive statements Frank communicates directly to the buyer.
To emphasize the theme of "maximum transparency," each package, poster, and link directed users to the product's landing page, providing comprehensive details about the salad production process.
You can still explore the website here: https://www.thisisfrank.it/
Although the packaging has changed over the years, the website design has remained true to the original.
The second phase, concerning the launch of the brand, involved an advertising campaign to communicate Frank's identity and his simple but extraordinary truths to the public.
These were completely opposite to the falsehoods of the teaser phase.
Three-stage product launch campaign
For the teasing phase, we used strong contrasts, highlighting – by referencing current news – what "Frank" is not, with the aim of piquing curiosity about what "Frank" represents.
Finally, at the product launch, we challenged the product's perfection by installing micro-growing cells in highly polluted areas.
This posed a provocative question:
would you consume a salad grown in an underground station?
