These digital recipe cards were created as a “take home” gift for employees following an in-person Valentine’s Day cocktail class where they were served – and given a batching tutorial of – this custom cocktail.
These graphics are an excellent example of the do-it-all nature of content creation. I was responsible for the concept, design, copy, and creative direction of this project.
Goal
The goal for this project was to create a recipe card with instructions that were written and formatted to be concise and approachable. We specifically wanted participants to recreate it at home despite their lack of bartending experience.
Execution
Because I wanted these cards to double as potential social media assets, I created a cohesive border along the top of both cards – this gave them continuity when posted on channels like Instagram grid.
While it was necessary for the copy to give complete and clear instructions, I kept it as minimal as possible to avoid displaying an overwhelming amount of text on a phone screen.
Results
Event participants were delighted by the giveaway – so much that 20% of those who received the card reported having recreated the drink at home using it.
Morgan McKinney 