Case Study: ManiLife - Almond Butter

Brief.

With their core range of single-estate peanuts being used for their popular peanut butters, ManiLife responded to popular demands by their own Almond Butter, using carefully sourced Almonds from Portugal.a

Looking to the UK launch in a couple of months, the marketing team reached out to me. The brief was to capture product photography packshots, and food photography pairings of the product with a dish - along with a collection of kitchen style packshots. The product would launch as a smooth and crunchy variety, coming in glass jars and larger serving-size tubs for use in cooking.

To learn more, I had the client fill in a creative discovery form; allowing me know more about the product and the needs of the content. We then ran through this on a quick call and talked through my initial creative responce.

Approach.

From the discovery form and call, I was able to form this into a creative brief treatment. This brief was formed around a day of art direction prep, a one day shoot and their retouching.

The photography shot list I produced was split into two; the first part was focused on packshot product photography, showing the product paired with the core ingredient cues and a couple of product flat lays -with the product laying on a bed of the core ingredient.

The second part of our day would be to capture food photography lifestyle scenes. These are split into 4 lifestyle photography scenes, across 4 shot formats. First would be a traditional food photography hero of a simple styled dish that can have the product used as a garnish, then a product and recipe pairing showing the product as a companion, then a graphic close-up of the dish, and kitchen packshots; these would be set contemporary tabletop kitchen scene showing the product paired with a small selection of ingredients from the hero dish.

As part of the brand photography toolkit that we’ve developed is placing the products and pairings within bespoke scenes that make use of clean tabletops and backgrounds that are produced to match the key colours of each product - for easy audience recognition.

Through the use of an art direction prep day, I was able to produce and capture a consistent collection of brand photography for ManiLife; imagery was then retouched and the clients were very happy with the result.