Pomegranate, a brand known for its vibrant hand-block print home textiles, wanted to bring a cohesive and unified brand message to all its marketing channels. They needed a way to integrate their storytelling and aesthetic seamlessly across print, email, social media, and web platforms, making sure they resonated with their audience no matter the season.
Project: Spring Ad Campaign
The forks are set at left, the knives at right.
The tablecloth blooms with vibrant splendor,
and the matching napkins are folded just so.
It’s a feast for the eyes, even before the food comes out.
But the most picture-perfect moments,
the most memorable and colorful moments,
are when the chairs are untucked.
When the clinks of glasses mingle with the sounds of laughter.
When the family pup catches stray morsels as dishes are passed in all directions. When the stories flow effortlessly long after dessert.
These are the moments Pomegranate is made for,
from the vibrant hues of the spring season and beyond.
The bright and joyful moments.
The moments at the heart of the table, where
WE LOVE THE COLOR OF IT ALL.
The forks are set at left, the knives at right.
The tablecloth blooms with vibrant splendor,
and the matching napkins are folded just so.
It’s a feast for the eyes, even before the food comes out.
But the most picture-perfect moments,
the most memorable and colorful moments,
are when the chairs are untucked.
When the clinks of glasses mingle with the sounds of laughter.
When the family pup catches stray morsels as dishes are passed in all directions. When the stories flow effortlessly long after dessert.
These are the moments Pomegranate is made for,
from the vibrant hues of the spring season and beyond.
The bright and joyful moments.
The moments at the heart of the table, where
WE LOVE THE COLOR OF IT ALL.
“This campaign had to live beyond the first week’s launch. We wanted to give Pomegranate the flexibility to use it in a variety of ways, as a lead message or subtle support, across any marketing material.”
—Matthew Fey, VP Creative Strategy
Embracing Versatile, Vibrant Color
One of the biggest hurdles was Pomegranate’s extensive use of color and pattern. Instead of trying to limit the palette, we embraced it. We designed the campaign to adapt to different seasons by featuring colors that matched the time of year. For instance, spring had greens, pinks, and yellows, while fall showcased browns, dark greens, and oranges.
To make the campaign versatile, we created a tiered presentation approach. This included a primary element with a color block as the lead, a secondary element with a seal or circle, and a subtle visual support element. This tiered strategy allowed the campaign theme to be used prominently or as a supporting element across various marketing materials, keeping things consistent without overwhelming the existing content.
Ad Campaign Development: Copywriting | Photo Art Direction | Mock-ups: Email, Social Media, Catalog, Landing Page
Making it Adaptable
Since Pomegranate’s marketing sophistication varied across channels, we kept things simple. This simplicity made sure the campaign could be easily applied across both print and digital platforms. We also introduced animated elements for online use, adding an extra layer of energy that print couldn’t offer.
We also needed to adapt the campaign for different channels while keeping the message cohesive. Whether it was used as a hashtag at the end of a social post or as a visual element in an email, the campaign stayed true to its core idea.
A Storytelling Success
Sales were up 28% year-over-year for the duration of the campaign, and the feedback from Pomegranate was overwhelmingly positive. They really embraced the campaign across their marketing efforts, overcoming the challenge of working with multi-disciplinary teams.
The collaboration was smooth, and Pomegranate appreciated the new approach that focused more on the customer experience rather than just the artistry of their products. This shift allowed them to connect with their audience on a deeper level, emphasizing the emotional aspect of using their products to create memorable events.
The “Color of It All” campaign successfully unified Pomegranate’s brand messaging across multiple channels, leveraging their vibrant aesthetic and storytelling to engage their audience. By embracing the brand’s diverse color palette and focusing on customer experiences, the campaign provided Pomegranate with a cohesive, versatile, and long-term solution for their marketing needs.
All photographs by Pomegranate.