Case Study: TRIBE - Choc Orange

Brief.

TRIBE are an independent performance nutrition brand. They specialise in creating a range of high-quality vegan and natural snacks for athletes and people on the go.

Building on the success of previous food photography shoots over the past 6 years, the team reached out to me to capture fun and vibrant food photography content of their soon-to-be-released, limited edition Choc Orange Flapjack, in partnership with National Parks UK.

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

Approach.

We kicked the project off with a discovery briefing form, that we ran through before I expanded it into a fleshed-out brief treatment; including visual concepts, a shot list, art direction and a production overview that gives a breakdown of food photography deliverables.

Shot remotely in studio - I produced minimalisitc scenes, that pooled from the main flavour cues of oranges and chocolate, making sure these were the main visuals within their food photography. For the food styling, I created a few hero bars of the product, and used a couple of kilograms of melted chocolate, softened with heat guns and styled with a tools to create ooze and swirls in the scene.

The founder was pleased as always with their content and it’s great to see it doing well across their platforms.