ART DIRECTION. DESIGN. PHOTOGRAPHY. VIDEO.
We began by developing a photographic style that presented food in the way it should be: simple and wholesome, with real ingredients captured in abundance, made to be enjoyed every day.
We then reviewed the current catalogue – exploring ways to simplify its look and feel to achieve a uniform, consistent design that would be easily understood by shoppers.
Our solution was to capture the essence of familiar family feeds, using feature imagery to spark mealtime inspiration. We also tempted consumers further by adding serving suggestions, recipes and simple product shots; while the inclusion of talent ensured we expressed our human, emotional connection with food.
The project put the heart and soul back into IGA’s in-store catalogue, and gave our audience some mouth-watering mealtime inspiration.