Faculty of Design

Graphic Design

Tinisha Edwards

Fresh Direct Plane Advertising

During my branding course, I completed several projects, including the Fresh Direct plane advertisement. It was my intention to present the fresh direct brand in a positive manner that remained true to its values. In keeping with its name, it is fast, fresh, and reliable.

“In the course of this project, I was able to gain knowledge of wrap design. In order to emphasize Fresh Direct’s speed of delivery and the importance of time to its customers, “Wings of the Roman god Mercury” are affixed to the bag. According to Roman mythology, Mercury is the god of shopkeepers, merchants, travellers and transporters of goods, so the choice of his wings is appropriate. Thus, the wing depiction is appropriate for both divisions of the company. The image of dinner on a plate was used to convey the experience of enjoying the final outcome of the meal yet to be prepared with the variety of supplies available through Fresh Direct or from the variety of meals offered by the food service provider. ”