The Goal
The objective was to create an original illustration for World Earth Day, thinking about the circular, recycling, and eco nature of FEFCO's corrugated cardboard packaging and the concept of creating a visual that speaks to their products and brand being created from nature for nature and its preservation.
The Concept
It all started with a tree...
While thinking about what FEFCO is and what they are trying to convey, I immediately imagined a tree - and not just any tree, but the mythological and biblical Tree of Life.
What better way to convey the message than through the ancient symbol of beginnings, endings, and new beginnings?
What better way to convey the message than through the ancient symbol of beginnings, endings, and new beginnings?
There was more experimentation, although this was the essence.
The Development
But somehow the tree wasn't enough... I had to finish, go further... find more ways to convey what was in my head... I also wanted to delve a bit deeper into FEFCO, find out more about what and who they are, so I also continued my research into the company and found an interesting story:
"They plant 3 trees for every tree they have to cut down." - According to their website, they do so very reluctantly. They are careful with the portrayal of trees in their communication, as they have been accused of cutting trees aimlessly, which, from what I have gathered, is not the case.
Instead, they plant more trees and do their best to create their packaging from recycled cardboard first. If they need wood material from trees, because as we know, paper is created from trees in the end, they go for already cut-down or fallen branches, twigs, and by-products. We won't go burn books and attack every painter, writer, and artist now, will we... Instead, let's consider the situation. Like how an orchard caretaker or gardener would trim the tree branches before the bloom next season. The trimming has to happen, so new branches grow, maybe with more fruit, balancing growth and fruit production... Here comes FEFCO as they use those cut-down and fallen branches for their packaging and do their best to be respectful to nature, as I have understood it (no paid promo here). Hence, I thought it was time to change the narrative and tell the whole story.
"They plant 3 trees for every tree they have to cut down." - According to their website, they do so very reluctantly. They are careful with the portrayal of trees in their communication, as they have been accused of cutting trees aimlessly, which, from what I have gathered, is not the case.
Instead, they plant more trees and do their best to create their packaging from recycled cardboard first. If they need wood material from trees, because as we know, paper is created from trees in the end, they go for already cut-down or fallen branches, twigs, and by-products. We won't go burn books and attack every painter, writer, and artist now, will we... Instead, let's consider the situation. Like how an orchard caretaker or gardener would trim the tree branches before the bloom next season. The trimming has to happen, so new branches grow, maybe with more fruit, balancing growth and fruit production... Here comes FEFCO as they use those cut-down and fallen branches for their packaging and do their best to be respectful to nature, as I have understood it (no paid promo here). Hence, I thought it was time to change the narrative and tell the whole story.
I saw a client who cares for the planet, nature, and wants to do good, so I did my best to portray it.
More Sketches
Now, I was going with a whole story - a person, an orchard worker, a gardener, picking fruit, with care, the Tree of Life, symbol of beginnings and endings, and new beginnings... the FEFCO packaging in her feet below - boxes filled with fruit, the 3 tree saplings, symbolizing the trees planted for those that are cut down, the fallen apples, and then the breeze above, reminding of the circularity, of what is to come, of the "nature" of Nature if you will... All were intended to look like it was made from corrugated cardboard, all with a purpose.
The illustrations
Changing apples for pears, trying to make the scene a bit more realistic, bringing in more shadows, lights, textures, and more of that corrugated cardboard, until the final result was reached...
The Final Result
And this concludes this project. I hope you enjoyed getting "behind-the-scenes", and hopefully you liked the drawing as well :P Thank you!
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