A campaign that aims to educate consumers about the benefits of eating seasonal fruit. Having grown up in a country where you can only find peaches in the summer and pears in autumn, Tencheva found it odd that this is not common in the UK. Therefore, this is what inspired Tencheva to undertake this direction in the conscious consumption brief.
The visuals were inspired by the distinctive look and colours of the fruit stickers. However, Tencheva wanted the design to be as minimalistic as possible while still maintaining that style. When it comes to the photographs, Tencheva aimed to create a calm and warm feeling – inspired by a picnic in the park during a sunny late afternoon.
However, Tencheva had chosen to use stamps rather than stickers since they are more environmentally friendly. Stickers are made with a thin layer of plastic and because of their small size, they are a big issue for industrial composting facilities.
To inform the customers, Tencheva created tote bags with the seasonal fruits printed onto the canvas itself. Instead of wondering which fruit is in season, the shopper can simply have a look at their bag and make an informed decision.