A new marine collagen brand entering a shelf full of lookalike tubs and clinical claims.
A colour system tied to flavour, packaging from dieline to shelf, a two day shoot planned to last eighteen months, and a store with membership and rewards.
A range that reads as one family at a glance, eighteen months of content from two days on set, and a store built to keep customers, not just win them.
Packaging, from dieline to shelf
It began as a creative pitch. Each flavour got its own colour, gradient and foil accent, and a campaign line put the customer's own voice on the shelf: I'm fearless, I'm courageous, I'm a dreamer.
Once the direction was agreed, I took it from flat dieline to printed prototype to final product, and the set now works as a rainbow on shelf.
The finished range, photographed
I shot the commercial photography for the launch: the finished tins, boxes and sachets in the studio. The same set of pictures runs across the store, social and retail.
Eighteen months of content in two days
A start up can't afford a shoot every month, so I planned one that would last. I organised four locations, six models and a make up artist, then shot the whole campaign over two days. Every set up was planned against the content calendar, so the store, social, email and ads had fresh pictures for the next eighteen months.
A store that keeps customers
The website is an online store with a membership area and a rewards program, so loyal customers earn points for purchases, referrals and reviews. I designed the interface and developed the build, from the home page through to the member area.