Alicia Potter: from crunching numbers to crunchy apple chips


We interviewed the talented and creative, Alicia Potter, to ask her some questions we’ve been dying to know.  She’s the artist behind the look and feel of the brand you know and love… Fruitivity Snacks. Read more to hear how she went from crunching numbers to crunchy apple chips.

Fruitivity Snacks

What’s your background?

I grew up loving to draw and oil paint, but didn’t really imagine I would be able to use my talent for a living. I went to school thinking I would go into finance, yes finance. (I was also good at math and just thought that seemed like a good idea.) I quickly dropped all business classes and loaded up on art classes. I was in school in the late 90’s so “graphic design” was sort of a new-ish thing. That said, I remember using “draw” or something like that on an Apple 2GS when I was younger. I guess that was my first exposure to graphic design/graphic art.

I graduated school knowing I wanted to be an art director, so with a lot of drive and passion, I made that happen. I worked at a big ad agency in Chicago, JWT, and then moved to LA where I freelanced for many agencies and ended up at SRG in Boulder CO. At SRG I was able to combine my love of design with my love of food…natural good-for-you food brands. I would daydream about starting my own business and made that happen over four years ago. I started Faven Creative thinking I would freelance for other agencies and try to pick up some of my own clients.

I quickly realized I could solely focus on my own clients, in particular natural food companies. I feel so lucky I get to do what I love, for brands I believe in, everyday. That is my Favorite Haven: Faven J

What are your favorite artistic mediums and techniques?

My medium is my computer where I used Adobe Illustrator, Photoshop and Indesign. I have two young kids so finding time for personal art is difficult. When I do go back to the drawing board, so to speak, I love oil and acrylic paints as well as oil pastels. I have some sketches of paintings I hope to do over the next year which will probably be a combination of mediums.

Why do you do what you do?

Because I love it. It makes me happy. I can literally combine 2 things I am crazy passionate about into a profession. It feels good to work for brands/people I believe in. Our food system has so many issues so being able to make my mark on the world by promoting healthy brands, all of my clients do not use GMO’s, gives me joy.

Where/when do you feel the most creative?

Creativity comes when you least expect it. If I have to sit down and “be creative” it becomes stressful. I often take walks when I need to concept ideas. I like to let my mind wonder.

Where do you draw inspiration for your artwork?

Anywhere and everywhere. One of the challenges with my art/profession is to create something totally unique. Subconsciencly we can be inspired by other design or art we have seen. While I do like to look at what is out there in the world of packaging design, I really focus on personality traits we determine for the brand. I like to think of brands as people and I get to dress them.

What’s your favorite thing you’ve ever created?

Oh man, No idea. As an artist I feel I can always go back to pieces/designs and make them even better. Guess it is a never ending pursuit of perfection, which we all know does not exist.

Which creative medium would you love to pursue but haven’t yet?

Encaustic painting. Love the depth of it. I also would love to do my own screen printing.

What’s the most creative thing you’ve done with fruit?

My daughter and I made banana ghosts and orange pumpkins for a Halloween treat a few years ago.

What advice do you have to aspiring artists?

If you feel like you are forcing something or not feeling inspired, walk away. I work under deadlines and it can be very stressful. I used to make myself sit there until I had something. Now, I just walk away. I am way more productive taking a break and coming back to it later.

Alicia Potter

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