Chlorophyll Letterpress
The greener way to cleanse the body.
Client
Massey University
Time
2016, 6 weeks
Awards
Featured in Massey's Letterpress exhibition at Massey University Wellington's Library
Chlorophyll is the green pigments found in the chloroplasts of green plant cells that cleanse the body of toxins, promote healing, and increase energy levels. It can be ingested through eating lots of leafy green vegetables, but also in tablet and liquid supplements.
I was challenged to create a marketing campaign (consisting of two posters and a short social media video) to both sell the chlorophyll products and educate about the cleansing lifestyle it provides.
Aiming to attract a target audience of those who might not necessarily need to do a major diet but may benefit from chlorophyll’s cleansing qualities.
The video is inspired by Judith Poirier’s letterpress movie Dialogue and is split into three sections. The first to engage the audience, the second to spread the three key points, and the third summarises. The video is designed to be used on social media to attract and inform customers.
The two posters below are more to educate than sell. They are to work together to show the cleansing, intended to be opposites.
The first shows the beginning of the process introducing chlorophyll to the system with the white text on the green/yellow gradient background.
The second shows the process nearer the end when the detox is almost finished through the faded layers of text and the white background.
All large letters and backgrounds used in both the video and the posters have been hand stamped using letterpress techniques and scanned onto the computer to arrange digitally.
