The Sweet Potato is a neighbourhood natural grocer stocking local & organic produce, meat & dairy, plus gluten-free items. The Sweet Potato marketing team wants to expand into the Harbourfront, opening a large sustainable fish market which will cater to residents. They are still looking for a title and suggestions for a new logo/brand.

For the concept of this advertisement, we want to demonstrate the advantages of purchasing sustainably farmed fish as opposed to buying fish from big-name grocery stores that engage in unsustainable practices. Consumers will be more likely to buy sustainable farmed fish from The Sweet Potato if they are shown how purchasing from potential competitors has a greater negative impact.

We intended to maintain The Sweet Potato’s brand essence of being a kindhearted and friendly neighbour.