Carrol Boyes has launched a new in-store point-of-sale and print advertising campaign in conjunction with her six new pewter tableware ranges.
The look-and-feel of all the campaign elements has a strong design discipline, and it is obvious that exceptional care has been taken over typography and styling. This is the result of a through-the-line collaboration between the Draftfcb Cape Town design team, copywriters and creative directors, and acclaimed photographer, Malcolm Dare. Dare provided the beautiful enriched black-and-white photographs of the new tableware.
Banners, cubes, shelf-strips and shopping bags, as well as other point-of-sale material reflect the same elegance and clean lines as in the three new print executions, one for each of the new ranges currently available. Three other print ads will be unveiled later this year once all six ranges are in-store. Text remains constant across all six ads while the visuals change and link the design element that inspired the range – life, nature and the human figure – to its final execution in pewter.