Shell x Freshii
Shell partnered with Freshii to help provide their customers with delicious and convenient meals on the go.
Role
Visual Designer
Animator
Agency
Edelman
Client
Shell & Freshii
Date
November 2018
To let people know about the new convenient partnership, Shell needed a campaign that reached local consumers. It would be a task to combat the Canadian opinion of gas station food being less than high quality but we took up the mantle. Beautiful food photography from Freshii was used to make a set of bright and playful ads to help dispel the Canadian cultural assumptions about gas station food.
Digital Ads
I masked out the juicy food photography and paired it with bold white text to keep things bright and appetizing. The white and off-black keep things soft and the other colours are a combination of the two brands to balance their importance. I locked up the logos at the same size to ensure it read as an equal partnership. The animations showcase the food and keep the energy up with a quick and engaging reel.
Print collateral
The print coupon and postcard clearly list the locations where the Freshii partnership was available since, at the time of this project, only a handful of Canadian Shell locations were offering it.
Learning Outcomes
Large corporate brand standards can be a beast to work with. Shell’s is so extensive that their standards live on a dedicated website. There was a learning curve to finding the relevant standards for my project and finding the most creative ways to bend them. Not only that, I needed to work with Freshii’s guides and please two companies that both wanted equal visibility on the ads and collateral. It took a bit of time to please both worlds but, with some trial and error and lots of patience, we got there.