By Admin I: so here’s a light advertising post after the series of opinionated design posts that caused a severe indigestion to many.
Al-Wadi Al-Akhdar launched an outdoor promoting their Halloum and stuff, okay we don’t really care, but the combination of failing humour and a 90s design treatment is worth a small commentary.
It’s a really courageous step when brands rely on alternative routes to deliver an idea, illustration for example, bringing up the fun in the brand and engaging the audience. What was done here is a mix of two competing entities: a reach for illustration, and (we’re just assuming), the client insisting on the ‘traditional’ pack shot. The mix clearly doesn’t work as the two elements look detached, stuck and forced (hit us with any extra synonym!).
The copywriting issue is one of many discussed earlier. It’s a potentially good idea, clinging to insights, but the language structure and even the type treatment looks too amateurish to even discuss! The slant, the coloured band at the bottom, and the overall chaos reminds of the 90s ad extravaganza.
Earlier this year, Al-Wadi Al-Akhdar redesigned its packages going to a minimal ‘white’ feel, that probably helped enhancing the fresh feel of the product without detaching it from its old identity.
What we’re saying in the end is simply that whether you sell frozen veggies or jewellery, communicating ideas shouldn’t be taken for granted, just dig in your type library or do your own lettering with some visual research, even though a field search for local insights would do better.
Cheers to that Halloum!