LEON:
Sunny Inside Campaign

Brief
Health food brand Leon’s ‘Sunny Inside’ campaign promoted two major seasonal initiatives. The first was the benefit of maintaining good gut health through probiotic food choices. The second was shedding light on the brand’s renewable energy-powered food preparation – specifically, promoting Leon’s solar powered restaurants.

Concept
The ‘Sunny Inside’ campaign called for designs for window vinyl and posters that would accompany Leon’s summer menu launch.
With only two weeks from initial concept to campaign launch, the design had to pack a powerful punch. The concept focused on vibrancy, bold graphic symbols and texture. A bright colour palette of yellow, golds and fuchsia was used as a tool to signify summer sunshine, working twofold to promote solar energy and the natural benefits of sunshine. Mexican geometric shapes were selected to buttress the sunshine theme without bringing too much specificity to the overall imagery. With menu changes occurring frequently, the simplicity of the design’s core graphic – a giant yellow circle with radiating golden rays – provided flexibility without sacrificing impact. Dialling up the solar volume, triangular rays were rendered in a shimmering gold with accents of white serving to both lift and pull together the design’s individual components. The design was rolled out across all of Leon’s summer 2017 print and digital material, bringing a colourful pop to a gut-friendly menu that included Kefir, Kombucha and fermented foods.

Outcome
Through a striking, colour-led design, the ‘Sunny Inside’ campaign was able to effectively draw customers into Leon’s restaurants, increase their engagement on social media and, ultimately, showcase a measurable increase in sales.