Caroline Hadilaksono

If you know me, you know how much I love grocery shopping. It’s one of my favorite pass time, which makes Fresh & Easy one of my favorite places to be. I don’t live near one, but I go out of my way to do my grocery shopping here, because they’ve got great selection of food stuff, great packaging, and they’re way more affordable than the Ralphs next to my house. 

Well, when they announced that they’re having a Design A Bag contest, and the first prize is one year of free groceries, I just had to enter. A year’s worth of groceries from Fresh & Easy? I’d be like a kid in a candy store!

So this is what I made for the contest. The concept is taken from their slogan: Fresh & Easy, Neighborhood Market. You can see people flocking from all over the neighborhood to do their grocery shopping there. And why not, it’s such a delightful place to be. They make great pizza dough and have a good selection of cheeses! What more do you need, really?

Here’s a little walk-through of what I was up to this past weekend to get this illustration out on time for the deadline. 

It starts with a drawing, of course. But not just any drawing, I used a dip pen and ink for the first time! It’s amazing, you can get super fine lines that no ballpoint or felt-tip pen can match.

Then I watercolored it.

Then I painted the little people separately.

I also painted the lettering separately.

Then I did a lot of work in photoshop to put everything together. 

I won’t know until June 21st if I make it as a semi-finalist. And after that there’s going to be a round of voting to decide the winner. Ugh, I hate popularity contests. I don’t know if I’ll win or not, but either way, I thought it’s such a shame for the design to never see the light of day, so I figure I’d make a mock-up of the bag, so that if I don’t win, I can at least pretend that I did.

That’s all. Wish me luck!