MY VEGETABLE GARDEN
WE DESIGNED A PRESS SHEET FOR POSTNL WITH THE THEME 'MY VEGETABLE GARDEN'. SIX STAMPS DEPICTING THE VARIOUS STAGES OF SOWING, GROWING AND HARVESTING THROUGH SIX DIFFERENT VEGETABLES.
The pride of the gardener was an important aspect of PostNL's briefing. The sheet features six different vegetables, from the more common to heirloom or exotic ones. To give context to the stamps and the theme, we chose to include a sowing calendar on the edges of the press sheet. This links in with the sowing, growing and harvesting part of the briefing. By photographing the vegetables on location, we wanted to involve the user/viewer in the theme of 'my vegetable garden'.
In addition, we focused on the positioning and application of the typography. We translated the growth cycle of the vegetables into an abstract representation in the word 'land' that grows along with it. The personal approach allows content and image to come together.
These vegetables were photographed at the organic farm De Horsterhof in Duiven.
Bate Hylkema wrote an analysis about the design of the stamps: my vegetable garden.