Luke Sposito | Art Director - "Pure Bred Provisions" DTC Campaign

Pure Bred Provisions DTC Campaign

A rapid-response direct-to-consumer campaign built around chef-curated speciality boxes to restore revenue, drive social engagement, and build brand awareness during COVID-19 shutdowns.

Brand: Pure Bred

Role: Art Direction, Principal Design

Overview

When the COVID-19 pandemic forced restaurants to close, Pure Bred had to shift from exclusively supplying restaurants to direct-to-consumer sales. With no existing online ordering system, this six-week campaign was essential in adapting to the crisis and launching Pure Bred as a B2C brand. The clean, user-friendly website, engaging artwork, and weekly IG Live cooking classes all contributed to the campaign's success. Featuring premium ingredients and recipes from top chefs, the campaign not only provided a new sales channel but also supported various restaurant relief funds.

Above: Website type styles

Above: Website color palette

Above: Homepage cards showing Chef Keller's Provision Pack available to order next to products that will be released in the following weeks

Above: Product window showing an example of a Provision Pack available for purchase

Product Imagery

Due to COVID-19, our scope didn't allow for professional photography. We needed to launch quickly, but we couldn't sell products without any imagery. I drew graphics for each ingredient and arranged them spilling out of a shipping box. For the visual direction, I drew inspiration from butcher infographics to bring some familiarity and history to the campaign's graphic style. Each Provision Pack product image had the same box, but the ingredients would change depending on your order. The artwork was easy to templatize and helped easily differentiate the products online. The artwork featured bright colors to make the ingredients easily identifiable in big groupings.

Above: Selected Provision Pack product images

Above: Graphic artwork used to depict the Provision Pack ingredients.

Organic Social Content

Above: Selected promotional social content

Above: A close-up of Instagram highlights showing the icon system used to show Provision Packs before, during, and after they were released

Instagram Stories and Highlights were utilized to share content and build excitement during each release week. Customers who purchased a chef's Provision Pack were encouraged to join their IG livestream to cook together during quarantine. Demos were posted to the respective chef's social media pages after the livestream.

Above: Photography of the Provisions Pack ingredients

Professional imagery was out of scope during the campaign. However, photography and food styling were generously donated by longtime friends and collaborators, photographer Adam Milliron and food stylist Ana Kelley. The images were used to promote the campaign on web and social.