In 2020 Mr.Coffee launched an exciting new product, Iced, a single-serve iced coffeemaker, which kicked off a full line of specialty coffeemakers, bringing the coffeehouse experience home. The pandemic offered interesting challenges during this project, adjusting to remote working and photography limitations, but it was ultimately a success! Mr.Coffee Iced was the #1 most successful launch at Newell in 2020 and was #1 on Google's Top 100 HolidayTrending Gifts for 2020.
Café Series is the premium espresso line for Sunbeam Australia and needed a new look to showcase the high-end feel of the product. This project required some research of the Australian coffee market, as it differs from the US; it is heavily espresso driven. Photography for this project was done by a fantastic studio in Australia, which meant some late nights art directing from the US.
My goal for this project was to create a soft and comforting look and feel for the premium heated bedding line for Sunbeam Australia. Bringing in soft tones and cozy photography made this sub-brand inviting. This work was done at the peak of the pandemic in 2020, creating unique challenges with photography. Due to supply chain issues, props were challenging to acquire, and we really had to work as a team to develop creative solutions. This is one of my favorite projects because of those challenges and how well it came together.
Feel Perfect is a line of heated throw blankets for Sunbeam Australia with several products in the range. The photography for this project gave me some great experience in art directing soft goods. The packaging design focuses on the flow and texture of the blankets and demonstrates a clear communication hierarchy making it easy for the consumer to shop.
Calphalon has a strong visual design system, so with this project, I demonstrate how I can take those core elements of a brand and expand on them by bringing this Cast Iron line into the mix. Art directing this food photography was such a joy; it’s exciting to see the recipes come to life.
The Calphalon Nonstick Cutlery has a middle price point line, Contemporary, and a high price point line, Precision. It was important for me to be mindful of the step-up between the two lines and create differentiation. We did a lot of test photography on this project, ensuring we captured the knives in a premium way and communicated the nonstick functionality.
