Art direction for Bettys new range of Artisan bread. I created a strong look that was simply lit and carefully considered use of surfaces and styling to create these delicious shots.
The look as you can see from the mood boards was to create a moody and rich depth of feel. With the use of a variety of stone, steel and textured surfaces and backgrounds. Creating a homely and rustic feel.
The propping remained simple to help enhance the food not over power it. The use of mens hands where appropriate as it brought the imagery to life and created a scene in which customers could relate to. By cropping into the individual breads tightly it ensures the breads look even more delicious and inviting to purchase.
All the shots were used for the roll fold leaflet, concertina leaflet, POS, social media and signage.