Murray Valley Pork
My brief for this job was to conceptualise ideas for a series of press ads which would showcase the values of Murray Valley Pork (MVP). MVP is an honest brand known for high quality pork production. This quality and established confidence is what we explored in this campaign. I worked closely with Charles from Idealogic to develop the concepts, as well as working with Elle and Andre who created the beautiful styling and photography. Previously I worked on creating their brand guidelines which can be seen below.
Role: Art Director + Design + Finished Art
Agency: Idealogic
Photographer: Andre Martin Photography
Food Stylist: Elle Vernon
Confidence
With the photography in the brand ads we wanted to showcase the well established, confident brand who is a cut above the rest. We produced bold masculine images that showcase the product confidently and beautifully.
It’s all in the process
The process is a very important part of Murray Valley Pork. They ensure all the steps are completed to the finest and highest standard. Detail shots of preparation were key to success in these ads.
We deliver every time
The satiating taste oozes greatness and in this direction the photography needed to ooze taste! So we zoomed close in to the textures to make our ads as juicy as possible.
Trust
Nothing connects people more than people. Here we develop a connection between us and the Murray Valley Pork employees. We are in their honest and confident hands. And we won’t be disappointed. Murray Valley River is a brand we can trust.
Brand Guidelines
To establish a look and feel for our campaign, MVP first needed a brand to be created. They already had their logo, but needed the rest established. I put together the Brand Guidelines by creating a look that enveloped the values of MVP – Confidence, established, wise and masculine in essence.
Please click on the image for Guidelines PDF.
Work in Progress
So much goes into the back end of a campaign. Here are some of the working documents that helped to build this campign.
Photography Brief. Please click image to view PDF.
Work in progress concepts. Please click on the image to view the pdf.