Elegant new look from Draftfcb Cape Town for Carrol Boyes

Draftfcb Cape Town has launched a new in-store point-of-sale and print advertising campaign for iconic South African designer, Carrol Boyes, to showcase her six new pewter tableware ranges.


Comprising banners, cubes, shelf-strips and shopping bags, the point-of-sale material reflects the same elegance and clean lines as in the three print executions, one for each of the new ranges currently available.

Three other print ads will be unveiled later this year once all six ranges are in-store. Text remains constant across all six ads while the visuals change and link the design element that inspired the range - life, nature and the human figure - to its final execution in pewter.

The look-and-feel of all elements of the campaign is strongly influenced by design disciplines, and it is obvious that exceptional care has been taken over typography and styling. However, Draftfcb Cape Town Design's Paul Carstens, points out that it is a through-the-line collaboration of the design team and the traditional agency's copywriters and creative directors as well as acclaimed photographer, Malcolm Dare. Dare provides the beautiful enriched black and white photographs of the new tableware, photographs which, Carstens believes, so impressed the Carrol Boyes marketing team during the business pitch a few months ago.


?Carrol Boyes was reportedly ?blown away' by our creative response to her brief. However, we must share the credit with Malcolm who had provided us with exquisite final shots - not scamps or approximations - to incorporate into our presentation,? he said.

The print ads will be appearing in selected lifestyle titles Top Living, Avocado, Elle and Elle Decor. Draftfcb Cape Town was awarded the business earlier this year after a creative and strategic pitch involving three other Mother City agencies.