Industry
Food & Beverage
Client
CAULIPOWER
Year
2022
For the launch of CAULIPOWER’S Frozen Meals, I art directed the website product photography. I built a deck to provide to the client and photographer to create imagery that was fresh and on-brand. I then directed the photo shoot, communicating with both the CAULIPOWER team and photography/food styling team. My goal was both beautiful launch imagery for the website and photography plates that we could include in a design library for future marketing needs.
Photography by Jennifer Chong.
Pesto Gnocchi Tomato Party
Summer vibes through striped tablecloth and clear glassware with sunny reflections across the plates. The loose tomatoes on the table emphasize the fresh tomato in the product.
With a pink background to contrast the green pesto, it gives a feeling of a casual but elegant dinner.
Spinach Gnocchi Summer Dinner
Bold geometric tiles give this dish a Mediterranean loook and feel. The red sauce on the gnocchi contrasts with the green background to pop. Clear glasses and daytime lighting suggest a light, breezy meal.
Penne Pomodoro Kitchen Quick Meal
Bold geometric tiles give this dish a Mediterranean look and feel. The red sauce on the gnocchi contrasts with the green background to pop. Clear glasses and daytime lighting suggest a light, breezy meal.
Pasta Trio Top Header
CAULIPOWER had an established header aesthetic featuring all products in the category on a neutral background, with options for full imagery and a space for type. My priority for this photo was to match the existing style. A white tile background fits the script, along with the joyous mess of fresh food prep.
