“This award from Communication Arts—which has been raising the bar for excellence in visual communications for decades—is a validation of our marketing efforts. We’re thrilled to be part of that realm.”
Des Plaines, IL (PRWEB) January 11, 2012
Communication Arts has honored Batory Foods, a leading distributor of high quality food and fine ingredients in the U.S., in its prestigious, annual typography competition. Batory’s 2011 print campaign, which won in the calligraphy/hand-lettering category, is featured in Communication Arts’ January/February typography annual. This industry-renowned competition selected 150 winning projects out of 1,723 entries submitted from around the world.
In 2011, when Batory Foods completed a consolidation of multiple operating divisions, the company focused its marketing efforts on highlighting its far-ranging portfolio of ingredients. This multi-piece campaign—whose visually striking imagery is coupled with market-specific content—addresses the unique needs of each market Batory serves.
Used in advertising, online and as sales collaterals, the market sheets have become powerful tools and conversation starters for Batory’s sales and product teams in particular, immediately capturing customers’ attention and communicating the depth of Batory’s product offering.
“We wanted to push the creative envelope and do something fresh, bold and progressive to set us apart in the crowded ingredients market,” says Irene Fogelson, Batory Foods’ Director of Marketing and Corporate Excellence, who engaged design communications firm Faust. “This award from Communication Arts—which has been raising the bar for excellence in visual communications for decades—is a validation of our marketing efforts. We’re thrilled to be part of that realm.”
The campaign showcases Batory’s ingredients—many of them hard-to-illustrate powders like sugar and dextrose—through the inventive use of typography. In separate executions, shot by food photographer Michael Maes of Chicago’s Maes Studio, various ingredients—including granular powders but also more identifiable items like raisins and coconut shreds—are used to create letters that spell out various markets, including “bakery,” “beverages,” “candy,” “dairy,” “meat,” “nutrition” and “sauces.”
During the shoot, the team used stencils and improvised tools—like funnels and spoons—to form letters out of the ingredients. In each case, the selected typeface reflects each market’s character. In the candy execution, for instance, ingredients like sugar, fibers and gums to form the word, “candy,” in a playful, loopy font against a colorful background. Using a more classic font, ingredients like flour, butter and baking soda sit atop a marble table to form the word, “bakery.”
“This was a true collaboration, from idea to execution,” says Bob Faust, principal and owner of Faust in Riverside, Ill. “We knew we wanted to showcase Batory’s ingredients, rather than the products they eventually become, and it was a challenge we welcomed. As a team, we brainstormed concepts, visual elements and how best to illustrate them—and we had a lot of fun along the way.”
ABOUT BATORY FOODS
Founded in 1979, Batory Foods is a leading national food ingredients distributor, offering manufacturers a deep and far-ranging portfolio of high quality ingredients. With sales professionals in key regions across North America, the family-owned and -operated business “thinks national” and “acts local,” serving both national and regional accounts with an abiding commitment to excellent customer service. Batory Foods’ network of distribution facilities meet the food ingredient needs of more than 6,000 customers, spanning a range of sectors across the food industry. (http://www.batoryfoods.com)
Faust is an award-winning visual communications firm specializing in intuitively guided and collaborative design solutions that disregard convention. The firm works with clients large and small whose desire is to develop exceptional, authentic, strategic and integrated visual messaging. (http://faustltd.com/)