Equal was introducing an all natural sweetener to market which left people a choice between their original sweetener or a natural one.
The equalchoice.com.au website was an experiment on giving people choice across a range of subjects; alluding to the choice between artificial and natural sugar alternative sweeteners. The image below is one of the original mock-ups.
To reinforce this idea of choice between fairly polar solutions to your sweetener needs is echoed in equalchoice.com.au site’s main premise; choose between 2 answers to common or topical subjects, and discuss.
The site contains many hand-drawn elements, icons, buttons, framing devices etc, to drive home the idea of the raw ‘naturalness’ of the new product.
Agency Orchard Marketing
Role Art direction, UX/UI
Tools Photoshop, Illustrator, Wacom tablet, chalk – yep. Chalk.