We developed an expanded product lookbook that celebrated Marine and Oyster within the journalistic context of unexpected coasts around the world. I art directed key shot styles that influenced captures from the two photoshoot locations: Todos Santos, Mexico and Prince Edward Island, Canada. These crucial assets, along with the stories from each coast, were crafted into an editorial expression of "Elemental Elegance." Photography by William Hereford and Peter Frank Edwards.
Inspired by the natural tones of Scandinavian design and the driftwood found on coasts warm and cool, we developed a flexible in-store merchandising system that could work in different Le Creuset stores across the country during different selling seasons. Custom product risers crafted to look like driftwood or weathered dock posts anchored the kit, while hand-illustrated posters and photography rounded out the color story.
We further supported the Marine and Oyster launch with a collateral kit meant to equip Le Creuset stores and partner retailers with compelling materials that would give consumers a reason to engage with the new colors.
Agency - FerebeeLane Director of Creative Strategy - Matt Ferebee Creative Director - Cory Schearer Senior Copywriter - Kathryn Davé