Shop Rite Foods is a retailers’ cooperative chain of grocery stores in the northeastern United States. In recognition of National Hunger Awareness Month, the chain asked designers, throughout the country, to submit compelling designs which focused on raising awareness of the growing hunger issues faced in the United States. This design won second prize in the national design contest, and was used on select promotional materials throughout the stores.
In working through the design process, it was important to develop a visual message that was both powerful and succinct. Grocery stores tend to be busy places full of people on the move, containing an endless barrage of advertising. For this reason, I identified surprising, but simple, facts about food insecurity that were leveraged to capture a viewer’s attention, and quickly delivered a strong message. Once that fact was identified, I developed imagery that successfully reinforced the message in a concise manner. Similar to an infographic, the imagery was used as a visually literal reinforcement of the text.
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