Visual brand platform.
The increase in food literacy and experimentation necessitated a revamp of supermarket food imagery.
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, later rolled out by Woolworths and Aldi.
Strategic positioning, ideation, photographic direction.
Fresh produce was styled to be more abundant and enticing with cues of freshness.
Meat was propped with boards and simple garnish transformed the product from its raw state into a suggestion of meal preparation.
Art Direction of seasonal campaigns, working with Curtis Stone and amplifying MasterChef.
Reinventing a familiar brand.
Concept positioning 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,
and honours the heritage of the brand.
Range statement utilising fresh produce cues.
Outdoor concept speaks to heritage and a culture of shared food.
Editorial and outdoor concept speaks to cafe culture.