Central Market, a high-end Texas grocer, hosts annual “festivals” to showcase limited time flavors and offerings. For their annual Texas Festival, we developed the campaign Legendary Tastes of Texas—a celebration of bold, local Texan foods told through larger-than-life tall tales.

The campaign included an outdoor banner, in-store posters, radio, social videos, and themed merchandise. Inspired by Texas folklore, we imagined shrimp so jumbo you could ride them to shore, T-bones named after the state, and peaches hailed as the real heart of Texas. Each story was paired with fantastical, hand-painted illustrations of landscapes and foods that felt both mythic and distinctly Texan.

I originated the tall-tales concept and collaborated with Plot Twist Creativity on copywriting to craft the short, fable-like lines that accompanied each visual. I also hand-painted all illustrations in Procreate and Photoshop. Laurel translated these illustrations into the final whimsical poster designs, bringing the storytelling and visual system to life. Together, we brought Central Market’s Texas pride to life in a playful, imaginative way that turned everyday groceries into legends.