Internship Project | 2 weeks
Karbon Mill is a salt and pepper mill designed and manufactured by Tensen Design. The product is made from materials typically found in aerospace, including carbon fibre, making this mill extremely durable and lightweight. I was tasked with the role of creating an advertisement for Karbon Mill that would be featured in the 2022 Fall edition of Azure magazine.
PROJECT DESCRIPTION
MOOD BOARD
The mood board above demonstrates the inspiration behind the advertisement that I designed. I was inspired by ads that highlighted the product in the centre of the page, creating a simple yet effective design by drawing the eyes directly to the product. I also focused on using autumn’s warm, earthy palette—rusty oranges, deep reds, and golden yellows to fit the theme of the fall magazine. The advertisement designed focused on evoking emotions of warmth, nostalgia, and comfort associated with fall, showing how the Karbon Mill can be an essential companion for autumnal culinary dishes. I also took inspiration from monochromatic colour schemes because of elegance and cohesion it provides to the advertisement.
PROCESS
Throughout this photoshoot, I created a variation of scenes on both black and white backdrops, playing with both monochromatic and high contrast scenes. I experimented with different levels of business in the scene, colours, and materials used to highlight the Karbon Mill product.
ITERATIONS
Concept 1
Concept 2
Concept 3
After the photoshoot, I designed three different iterations of advertisements. Concept 1 and 2 focused on a more monochromatic and industrial scene to highlight the Karbon Mill, while Concept 3 took inspiration from the fall colour scheme by having a variation of spices surrounding the product on a contrasting white background. Upon discussion with the rest of the team, we concluded that expanding on Concept 3 is the best option because it both highlighted the product better, and fit the overall theme of the Fall edition of Azure magazine.
FINAL ADVERTISEMENT
The final ad is a fun and vibrate showcase of the Karbon Mill product, while not taking away from the industrial feel of the mill itself. It communicates the product's value but also creates a lasting impression and reinforces brand identity in the minds of consumers. I focused on trying to convey the function of the product in one single image, while also providing an aesthetic appeal to the advertisement.