Delicious refresh – a new photographic and design outlook


The Client

IGA – Independent Grocers of Australia.

The Audience

Core IGA customers – from Aussie families to ‘convenience shoppers’ (i.e. two-person households).

The Brief

Refine, restructure, and redesign IGA’s in-store catalogue. Our Sydney content agency was tasked with developing a new photographic style and design layout for the ‘Fresh Pages’ which would then serve as the client’s new brand guidelines for food photography. The challenge? It needed to celebrate people, champion market-fresh produce, demonstrate value, and reflect the brand’s inherent authenticity.

The Solution

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.

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