Eat Real Food

H Childress & Sons

I served as Creative Director for this startup specializing in the home delivery of fresh, local produce. In addition to being the primary vehicle for new account signups, the website allows subscribers to customize their weekly delivery, find, print and share recipes, rate and comment on produce, and provides access to blogs live from local farms.

Goals

It’s hard enough to sell produce in a store. Who knows what’s ripe and what isn’t? What the hell is a ramp? The question, then, is how difficult is it to convince a user to commit to a membership for produce they can’t touch or taste? Our research told us it was difficult. Very difficult.

Through art direction and copywriting, I sought to convey a sense of establishment and trustworthiness while also conveying the earthy importance of food fresh-picked from the ground.

At a Glance

  • CLIENT H Childress & Sons
  • TYPE Identity, Brand, Website
  • ROLE Strategy, Design, Photography
  • STATUS Obsolete
  • URL View Archive

Note

I’ve since moved on as Creative Director at H Childress & Sons, and the new management has decided to take the website in a different, albeit inspired, direction. I can no longer guarantee that their current website reflects my work, but the view archive link above is a temporarily archived version of my finished product.

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