SWEETSPOT FONDUE SET PHOTOGRAPHY & PACKAGING BOX
CLIENT: Chef'n DTC customers, Retailers, Wholesalers, and Amazon
ROLE: Art Director & Graphic Design
DELIVERABLES: Print-ready packaging artwork, compliance-approved photography, and scalable asset families — ensuring visual consistency from studio to shelf, online and off.
TEAM: Producer: Shelley McCracken, Photographer: Ryan Castoldi, Model: Carly Hood
PROCESS: I directed Chef'n's in-studio shoots for packaging, product-use instructions, and display imagery across hang cards, boxes, inserts, and CDUs — planning each shoot around a detailed shot list and directing for hierarchy and scan-ability, so the product read clearly on shelf and online.
Planning the Shot List
I built shot lists that went beyond the basics — angle, props, timing — to include "in-use" references showing hands interacting with the product, so photographer and talent could see exactly what each image needed to communicate.
Making the Shelf Do the Talking
Retail shoppers decide in seconds, and e-commerce shoppers decide in a thumbnail — so I designed hierarchy to work at both distances. Clear product identity and use case at a glance, with zero visual clutter competing for attention.
One Box, Two Stories
SweetSpot needed to work as a gift year-round so I designed two full hero faces so the box could flex with the seasons and trends instead of locking into one story, giving retailers a design that could merchandise either way and still convert.
Photography That Sells and Explains
A giftable product has to look premium to earn its price, but a first-time user still needs to know how it works. I directed photography to do both — warm and aspirational, but clear enough to function as a visual instruction, so the box didn't create returns or confused customers after purchase.
Winning the Case for a Small Detail
Not everyone saw the value in a repeating pattern on the packaging flaps and fork box insert at first. I made the case that for a giftable product, unboxing is part of what you're selling — and got it approved in a single color, no added cost.
Beyond the Instructions
I saw the insert as more than info that would be immediately thrown away… it was an opportunity to continue the gift-worthy experience beyond the box. By combining clear step-by-step photography, safety information, and easy, delicious recipes, it added value, inspired confidence, and made it easy for customers to start enjoying the product right away.
Lifestyle Photography for Box & Insert
Sometimes the best images aren't on the shot list. With a few extra minutes and a little encouragement, I captured a bonus moment that ended up becoming one of my favorite images from the shoot.
Product Photos
Dielines
