A large agency in Santa Monica had just done a beautiful job on the redesign of Dole's international website and needed product photos for Dole's 184 products to populate the site.
Our Creative Director, pitched his concept, and won the bid. His novel idea was to use wooden tables and an soft-focus background of plants, either woodland or tropical plants depending on the specific product. This was done suggest a natural quality to the food and to lead consumers to imagine the product on their own table or with them at a picnic.
The new product photography and presentation style was a hit now being used online, in print, outdoor, point of sale, and on new packaging. The woodland and tropical wooden kitchen settings suggested atmosphere about the product’s wholesome nature in an easily relatable environment, acting as a catalyst making the messaging more consumable.