Del Monte
'Fresh' brand identity
Del Monte 'Fresh' needed a new look: distinctly Del Monte, yet fresher. We put forward a number of concepts, which were researched in the UK and US, and this one came out on top. The subsequent shoot lasted days, with every likely type of fruit or vegetable being painstakingly prepared before being dropped into a specially constructed and lit tank to create a library of sub-aquatic greengrocery! Colour-coded packs combined with this photography created a clear range feel.
