ICA Supermarket Catalogue
ICA is Swedens biggest supermarket chain with its own in-house design studio. This is an example of one of the meat produce catalogues. The design is focused on promoting meat produce in a favourable light. Although presenting raw meat may not be particularly inspiring, freshness and simplicity was what I was going for here. I worked once again here with a food photographer for the images in each issue. It was important to stay within the style guidelines for the ICA branding, yet still try to add some charm and flair where appropriate.
An attempt to make raw meat palatable... (sorry, couldn't resist)
Litho printed brochure.
Adobe InDesign, Photoshop, Illustrator.