Case Study: TRIBE - Muesli

Brief.

With an ever-popular range of protein-rich, vegan bars and their newly developed muesli range with one Great Taste Star - TRIBE were in the process of re-designing their muesli packaging for better shelf impact in stores.

Having been happy with our previous shoots over nearly 6-years, the co-founder reached out to me to develop and capture a fresh series fun and vibrant commercial food photography - that builds on top of our already laid content foundations.

The content was to be used for launch across digital touchpoints, their web store, for paid and print ads, as well as for wholesale partners to use across multiple mediums.

Approach.

We kicked the project off with a creative briefing form; pooling from the client’s brand insight and content inspiration. Using this as a blueprint, I developed this into a full brief treatment - using a collection of popular food photography concepts that we had used in previous projects; including a production overview, mood boards and the general art direction.

The core of these concepts was in producing three distinct scenes, with one per product - leaning into the clear colour theory of the products, and adding context to the commercial photography via ingredient cues and food styling cues, clean props and occasional interaction.

Shooting in-studio, we captured the content over a day session, and with the retouched imagery delivered - it has been great to see their food photography live with their launch campaign.