The message of reminding those in the city about the beauty of nature was communicated by the use of animal patterns, and applying a greyscale filter to everything but those parts. This creates a focal point for the product and the meaning of the ads as well as emphasizes the 'grey-tone' nature of city life.

Despite the use of a sans serif font for the tagline to increase readability, the logo was given a more playful approach to match the product itself. Targeted at city-dwelling young adults, these ads strike a balance between professional and fun which contrasts with the message of the ads themselves.