Product Merchandising
Create a logo, packaging graphics, and a marketing launch kit for a new product line consisting of plates and trays with bowls that attach to them and also collapse for easy storage.
The challenge:
Art direction | Food styling | Packaging graphics | Copywriting | Print-based marketing materials | In-store signage and displays | Website design | E-commerce
Responsibilities:
Team members:
Michael Schwartz,
Photographer
Megan Stezka,
Photographer
Dain Larson,
Freelance Designer
The client wanted neutral-colored packaging so that the colors of the product wouldn’t clash with it. The client wanted the focus of the packaging to be around the bowl features and function. There was a tight deadline for Japan-themed packaging so we started with that.
Dain Larson created the initial idea, and I took a few passes and worked with the client to create the final look. I decided to help tell a fun story of the collection, each plate and tray should have its own signature color. I used the pop of color to draw attention to the product name and the bowl function. The photography also provided a dramatic focus on the bowl and the dipping function.
I worked with a photographer to stage and shoot three products in three colors with a different party and food theme for each color. I wanted to emphasize the sturdy dipping bowl in the photoshoot as that is what sets dipware apart from all other products. I made sure the photographer took one image with a hand using the bowl, and one without for image flexibility.
I worked with another photographer for packaging and catalog shots. I directed the photoshoot remotely over a Teams call and with a helping hand (literally), was able to capture a wide array of products. In order to hit the tight deadline given, I took on all of the photo editing myself.
I was left in charge of any and all social media promotional content for this new product line. The results were extremely positive and helped drive e-commerce sales.
On a social media feed where videos normally get only 100+/- views, the video I shot for dipware brought in over 67,000 views organically and drove B2C sales.