Visual brand platform.
As people become increasingly food literate through contemporary
editorial content and food programs, food imagery also needs to evolve.
Developing the COLES brand’s aesthetic with attention to product, lighting and styling
reflects abundance while highlighting freshness and quality.
The result is strong, contemporary imagery that resonated with the Australian consumer
and set the benchmark for Australian supermarket food photography.
Brand strategy (photographic imagery), ideation, photographic art direction.
Meat was propped with baking paper and wooden boards and seafood was styled on marble. With the addition of simple garnish taking the product from its raw, natural state into a suggestion of meal preparation.
Art Direction of seasonal campaigns and MasterChef collateral.
Reinventing a familiar brand.
Concept development for Bertocchi - a classic Australian brand.
Developing a visual direction that focuses on product quality and balances the capacity for producing large quantities with the intimacy of artisanal product.
Respecting product provenance, the campaign centres around the sharing of food,
while honouring the heritage of the brand.
A range statement utilising fresh produce cues.
Outdoor concept speaks to heritage and a culture of shared food.
Editorial and outdoor concept reflecting cafe culture.