Aveda/Super Natural
print campaign
For this campaign, my concept was to keep the overall message and direction as simple as the ingredients in Aveda's products. The phrase "super natural" had two connotations I could play off - 1) that Aveda's products worked like magic and 2) their products were void of unnatural substances... which I am not actually sure about.
The use of high contrast black and white photography helps promote the idea of simplicity and purity, while the bright yellow block font grabs attention... and so do the pretty ladies. You can dig it, right?
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