The purpose of this project was to promote awareness of a one-day-only Friday special for french fries at Honey Butter Fried Chicken. The image was used for in-store posters and then modified for deployment on various social media platforms.
Part of the original scope of developing the Honey Butter brand was to build a modular library of reusable graphic assets. Among other things, the library consists of hundreds of textures created by first letterpress printing and then digitizing the backs of wood type blocks from the Hamilton Wood Type & Printing Museum in Two Rivers, Wisconsin. These textures were used to create the french fries graphic.
For brand continuity, the large cloud and airplane were repurposed here as a nod to an original restaurant announcement poster. The cloud and passing airplane place the poster visual in an outdoor context with the subtext being the transient and seasonal nature of many of the items served at the restaurant.
Finally the poster was printed on craft paper to further evoke the temporary nature of the promotion.
The promotion was successful enough to prompt the restaurant to move forward with plans to offer french fries everyday. Additionally several customers asked about purchasing the poster.