D&AD Amazon Fresh 2017

As part of the D&AD New Blood competition, Amazon’s brief asked for a new identity, advertisement strategy/campaign, and social media content for their brand new grocery service Amazon Fresh, looking to target “foodies” and anyone with a real interest in the food that they buy.

Upon inspection, it became clear that the food industry had become saturated with fancy adverts, celebrity chef appearances, and all in all similar deals. But where had all the fun gone? Amazon Fresh is here to change that!
Using an unlimited colour palette sourced directly from food, Amazon Fresh brings the fun to groceries by serving it’s brand with bright, punchy colours and playful food photography, just incase anyone forgets what they sell.
In a world run by technology, it really makes a difference when someone spends the time to write something for you. Because of this, we made things personal and took to handwriting and hand-crafting type to show the passion Amazon has for food!
Since groceries touch everything that Amazon Fresh does, why should business cards or packaging be any different? Fresh, colourful, with a touch of personality, Amazon’s customers will be excited to open up their locally sourced food and get cooking!
“We don’t just sell…” is the driving force, helping to change the current perception customers have. Amazon doesn’t just sell “electronics and things” but groceries too! This campaign is brilliantly versatile, allowing us to create popular products sold on Amazon into tasty food creations. Now no-one can forget that Amazon sells groceries, not just… well, stuff!
We also encourage our customers to get creative and cook, make, and create something exciting with their groceries to be in for a chance to win special prizes and money off their next Amazon Fresh grocery shop. We feature these tasty creations through our social media such as Instagram, Facebook and Twitter!

Now that's tasty!

Team Credits

Connor Lyon

  • Freelance Graphic Designer

Project Tags


  • D&AD


    • Design & Creative

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Connor Lyon
Freelance Graphic Designer