01
Product or meal?
Compare ads that show ingredients with ads that show the finished meal.
All concepts
PLENO
A supermarket that starts with what is fresh.
A sunny identity for a neighborhood supermarket: forest green, citron yellow and produce photographed like a still life.
01THE PROPOSED CONTEXT
Fresh picks. Full days.
- For whom
- People who shop several times a week and want good fresh food close to home without a complicated trip.
- The proposed objective
- Make the store the obvious choice for fresh food and connect inspiration with a visit or an order.
INDEPENDENT CONCEPTThese are demonstration concepts for fictional brands, not campaigns created for clients. They explore simple creative ideas, messages and promotional formats adapted to different industries and platforms. The visuals were generated with AI under the creative direction of the NOT MORE. team.
THE CENTRAL IDEA
“Fresh picks. Full days.” links what goes into the basket with the days it feeds. The citron basket icon and the green tote travel from the shelf to the kitchen table.
THE VISUAL REASONING
Forest green, citron, cream and natural sunlight. A rounded lowercase wordmark, bold friendly headlines and generous produce still lifes give the brand warmth, while private label packaging keeps it consistent.
#14472F#F4DF2A#F6F1E3
02ONE IDEA, DIFFERENT CONTEXTS
The message adapts to where it appears.
Four key visuals present fresh produce, breakfast, the store and a full basket. Ads alternate products, meals and shoppers, vertical covers lead with lemons and baskets, and a billboard, a tote, packaging and the store entrance show the brand in the neighborhood.
ANOTHER DIRECTION WITHIN THE SAME WORLD
The citron basket
“A basket full of possibility.” lifts a full shopping basket onto a flat citron field, closer to a poster than a photograph.
03AFTER THE FIRST ENCOUNTER
Interest needs a next step.
The website and mobile mockups organize fresh food, bakery and pantry, and lead to store information. A real supermarket would need to confirm the range, prices, opening hours and delivery options; the products are concept images.
04INSIDE THE CONCEPT
One challenge. Different visual answers.
These explorations show how tone, message and composition can change. A creative direction proposes a point of view; an adaptation takes it into another placement. Compare the options and notice what stays recognizable from one material to another.
CREATIVE EXPLORATION
Sunlit still lifes
“Fresh picks. Full days.” puts fresh produce, bread and the green tote at the center of every format.
39 visuals in this direction
View the applicationsEvery material, by role.
Distinct compositions and placement variants are collected here. Identical copies and equivalent exports are grouped as one visual.
Guide: what does each format do?Direction
Material type
41 / 41 visuals
Key visuals 001
Key visual 1
Sunlit still lifes
1536 × 1024 px
Key visuals 002
Key visual 2
Sunlit still lifes
1122 × 1402 px
Key visuals 003
Key visual 3
Sunlit still lifes
1536 × 1024 px
Digital ads / PPC 004
Feed ad 1
Sunlit still lifes
1122 × 1402 px
Digital ads / PPC 005
Feed ad 2
Sunlit still lifes
1122 × 1402 px
Digital ads / PPC 006
Feed ad 3
Sunlit still lifes
1374 × 1145 px
Digital ads / PPC 007
Digital ad 1
Sunlit still lifes
1733 × 907 px
Digital ads / PPC 008
Digital ad 2
Sunlit still lifes
1254 × 1254 px
Digital ads / PPC 009
Digital ad 3
Sunlit still lifes
1122 × 1402 px
Digital ads / PPC 010
Digital ad 4
Sunlit still lifes
2172 × 724 px
Digital ads / PPC 011
Digital ad 5
Sunlit still lifes
941 × 1672 px
Social media 012
Instagram post 1
Sunlit still lifes
1254 × 1254 px
PLEASE NOTEVertical visuals for Reels, TikTok and Shorts are static covers. Websites are mockups. Boards and mockups may contain illustrative examples; they are not measured results, manufactured products or print-ready files.
05WHAT WE WOULD TEST
From creative direction to questions we can test.
02
Fresh as the reason
Check whether shoppers mention fresh produce when asked why they would choose the store.
03
Visit or order?
Track how interest splits between store visits and online orders.
HYPOTHESESThese are evaluation hypotheses for a real implementation. The concept has no measured commercial results.
NOT MORE. / THE NEXT STEP
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