Brand strategy and art direction for the launch of Styleware - a new, Australian lifestyle brand bringing functional style to cupboards and tabletops across the world.
STYLEWARE
Styleware, approached me to contribute to the enhancement of their brand strategy. At the time, Styleware possessed a logo, a defined color palette, and an ongoing product in its developmental phase; however, there was a notable absence in the articulation of their narrative.
Collaboratively engaging with founder, Arabella Selby, I took an active role in establishing and delineating the brand's foundational structure. This encompassed a comprehensive brand definition, spanning from elucidating the mission and vision to crafting a distinctive tone of voice and delineating the artistic photographic direction. This involved attention to detail in guiding the creative endeavors across product presentation, lifestyle portrayal, culinary representations, and the visual aesthetic associated with social media photography.
SCOPE
Brand Strategy
Brand Definition
Art Direction
Printed Collateral
Packaging
CREDITS
Prop Stylist: Nat Turnbull
Photographers:
Daniel Herrmann-Zoll, Alicia Kapel, Sundae Studio
Copy Writing: Hillary Hudgens
Brand Identity: Smack Bang
Client: Styleware
The overall artistic direction embraces simplicity while exuding dynamism, where backgrounds weave colors and textures to captivate the eye. Employing light and shadows, the photography has depth and atmosphere. A carefully curated palette featuring pops of sky blue, deep burgundy, and brand-specific hues complements and contrasts with the featured bowls. This intentional choice of colors and interplay of tones highlight the essence of simplicity, and modernity, creating an impactful visual experience.
The approach to lifestyle photography is centered around the concept of elevation and luxury, aiming to transform the mundane aspects of product use into a life characterized by style and aspiration. By showcasing the product in various settings and situations, the photography aims to imbue a sense of luxury and desirability, allowing viewers to envision themselves experiencing an elegant and sophisticated daily lifestyle through the use and integration of the Styleware nesting bowls.
