An all-encompassing through the line project. I was responsible for the creative as well as the design of the card and collateral.
Both the creative and design direction had to have an aspirational feel but not one of luxury and over-indulgence.
CREATIVE: To keep the aspiration grounded we focused on family scenarios that would capture the scope of activity the card could make accessible. We shot in Cape Town over five days, capturing four key visuals and over 20 incidentals.
DESIGN: I used the iconic Tesco Chevron to create a texture that has a premium feel but also relevance to the client’s existing identity.