Veg NI poster run above a market veg display

Summary

Five portrait posters hung in a line on a blue grey timber wall, photographed in situ above a real display of kale and cabbages, each poster built from a sliced vegetable and a stack of angled colour bands carrying the message.

Visual description

The posters share a warm off-white ground and a common furniture: the "veg NI" logo top left, a small stacked "Pick Parful Produce" lockup below it, a short paragraph of dark green body copy at the upper right, and a web address plus social handles and a hashtag in small type at the bottom. Each poster centres a vegetable cut into segments and pulled apart so the slices float with gaps between them. Left to right: a leek, a carrot and a courgette carrying green and orange bands reading "Local Grows Community"; a courgette curving in an arc of disks with green bands reading "Local Lasts Longer"; a beetroot with its red stems intact, spiralling into slices over hot pink bands reading "Local Keeps Fresher"; a carrot and a courgette with orange and green bands reading "Lower Emission" and "Higher Nutrition"; and a broccoli head split apart behind mid green bands reading "Local Boosts Health". Every band is a solid parallelogram rotated a few degrees, with the words in a heavy rounded all-caps. Below the posters, real produce fills the bottom quarter of the frame.

Key takeaway

The message strips are drawn as if wrapped around the vegetable, so the type and the photograph occupy the same physical space instead of layering. Rotating each band slightly gives an otherwise rigid system its energy.

Reuse notes

A dependable formula for food and produce campaigns that need many executions from one idea: swap the vegetable, keep the strips. Requires clean cut-out photography with real slicing, which is time consuming to shoot. The rotated bands eat legibility at small sizes, so the copy must stay to two or three words per band.