YANKEE CANDLE - simply home

2017 Art Direction

PROGRAM

Three new everyday fragrances for Yankee Candle Simply Home for Kohls.

 

ART DIRECTION OBJECTIVE

To use natural light or simulated natural light to create soft limited depth of field imagery that is styled in a perfectly/imperfect fashion, not too perfect, but not messy. Create an in home feel, with soft shadows and highlight and prop styling.

STRATEGY - FRESH PICKED RASPBERRIES

1. Bowl of ripe raspberries in forefront with greenery such as leaves from raspberry plant as a garnish, to convey the feeling of berries being fresh

2. Additional bowl of raspberries ghosted in background

3. Everyday fragrance not related to particular location

STRATEGY - GINGER CITRUS MARTINI

1. Close up image of a citrus martini that is multicolored: orange/green/yellow

2. Martini needs to feel refreshing and sophisticated

3. A coordinating garnish on the martini evoking island experience

4. Background of beautiful blue water to context to Mediterranean theme

STRATEGY - APRICOT BERRY

1. Bowl of apricots and berries with image primary focus on two fruits: strawberry and apricot, to support fragrance

2  Image of fruit needs to feel ripe, tasty and refreshing

3. Illusion of water in background to convey Mediterranean

© COPYRIGHT KRISTEN BRANCH CREATIVE  I  DESIGN. INNOVATION. FERVENT CREATIVE.