Digital Design & Creative Branding
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Out of The Bag

Art Direction, Branding, Print Design, UX & UI Design

Out of the Bag sets out to investigate the use of misleading marketing strategies in the fast food industry; often presenting an unrealistic perception of the products in order to encourage sales. The Out of the Bag campaign features a collection of recipe books and marketing materials focusing on McDonald’s food. The campaign offers consumers a satirical and honest view of the products they are buying, from exact ingredients through to the manufacturing process.

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  Recipe Book Collection:  The collection features 5 books - Breakfasts; Main Meals; Desserts; Drinks and Sides. Each book comes packaged in it’s own unique print and contains the exact ingredients and method used to prepare meals you can purchase at a UK McDonalds.  The composition was inspired by simple, impactful typography alluding to modern McDonald’s packaging and traditional propaganda posters.

Recipe Book Collection:
The collection features 5 books - Breakfasts; Main Meals; Desserts; Drinks and Sides. Each book comes packaged in it’s own unique print and contains the exact ingredients and method used to prepare meals you can purchase at a UK McDonalds.

The composition was inspired by simple, impactful typography alluding to modern McDonald’s packaging and traditional propaganda posters.

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  Branding:

Branding:

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  DIGITAL PRESENCE:   The online site allows visitors to find all the information about the campaign, including advice on getting involved and purchasing the recipe books as well as providing access to online content. The site was designed as a continuous scroll page with a fixed navigation bar in order to tell a story, fluidly guiding the user through the campaign. The minimal design helps keep the focus on the content.

DIGITAL PRESENCE:

The online site allows visitors to find all the information about the campaign, including advice on getting involved and purchasing the recipe books as well as providing access to online content. The site was designed as a continuous scroll page with a fixed navigation bar in order to tell a story, fluidly guiding the user through the campaign. The minimal design helps keep the focus on the content.

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 The marketing materials where designed to be taken/ torn off and shared, and each piece directs readers to the online site.

The marketing materials where designed to be taken/ torn off and shared, and each piece directs readers to the online site.

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