The interesting thing about black and white is that it forces you to focus on what you want to present; kind of strips away the usual richness and challenges you with its austerity. You have, somehow, to convey so-much information, without letting it get cluttered.
What's more classic than marble? What's more southern than ferns? Depending on your perspective I suppose okra might be, but not many people would think of okra as exclusive or elegant, even if it were fresh.
Besides, there wasn't any room left in the ad for "prickly."
This was a business that had a lot of hard work put into it and I really thought would take off and go somewhere...but I guess it just wasn't time yet. To everything there is a season, and a time to every purpose under heaven.
If I were doing this ad today I'd drop the font size on the bottom copy, especially the phone number, but I really like this ad. I love how clean it is, and the fern frond is so delicately compelling.
What do you want to convey about your business?
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