Exhibition: It All Felt Too Hard

Branding
Print

BRIEF: Artist Chloe Smith brought her soft sculptures made of felt to Wellington as part of the Wellington On A Plate food festival. They are a tongue-in-cheek take on the contents of our fridge, from mouldy bread to peeled mandarins.

APPROACH: For the branding we decided to emulate the sign-writing of green grocers the world over - creating painterly signs with bold claims and hot deals.

It All Felt Too Hard exhibition branding for Chloe Smith. Exhibition design, branding, designer, Creative Director. Alice Lloyd.
Postcards with felt food. It All Felt Too Hard exhibition branding for Chloe Smith. Exhibition design, branding, designer, Creative Director. Alice Lloyd.
"Often imitated, never beaten!" It All Felt Too Hard exhibition branding for Chloe Smith. Exhibition design, branding, designer, Creative Director. Alice Lloyd.
Cheese and nibbles made out of felt on a round plate. It All Felt Too Hard exhibition branding for Chloe Smith. Exhibition design, branding, designer, Creative Director. Alice Lloyd.
Squash made of felt. It All Felt Too Hard exhibition branding for Chloe Smith. Exhibition design, branding, designer, Creative Director. Alice Lloyd.
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