DANESON
Daneson is a…luxury toothpick company? I know, I thought the same thing. I quickly realized, however, that they were killing it, and had really found a niche market with a hungry appetite for interesting gifts.
When I arrived at Daneson, they had a wealth of beautiful existing content, mostly black and white portrait photos and product shots on white backgrounds. These were fantastic, and with some new crops, I was able to get a little more life from them while planning new content for the holiday season.
‘Tis the season
I knew the real star of the show was the packaging. The toothpicks themselves were too small to capture attention, even if they were superior to other toothpicks. With the holidays around the corner, I knew it was the perfect opportunity to photograph the products in a literal new light.
Taking my lights, camera, and some Daneson product, I rented a cottage for a weekend and started playing around, arriving at the product shots above, which we used in web ads, social media, and newsletters. I also shot some lifestyle shots using the same colour palette to use on social media and tie the whole campaign together. It was their most successful Christmas to date.
Social Studies
There was also a lack of lifestyle content for their social channels, a market they hadn’t been tapping into. I knew the product would do well with the EDC (Every-Day-Carry) crowd on Instagram, so I began capturing lifestyle shots on both my professional camera and my iPhone making sure to carry product with me all the time.
The EDC photos that I produced for Instagram were some of the most liked and commented upon content on the channel.
Launch Time
Whether it be a new flavour such as Atlas Mint, a collaboration with another brand or a new product like Candles by Daneson, part of my job was to help launch it. This meant writing creative copy, making labels or packaging, photographing it, and designing emails and ads from the ground up.
Cataloged
As the world began to open back up, we started to focus on reactivating wholesale accounts and getting into new markets like boutique hotels, spas, and restaurants. This meant going to trade shows and reaching out to new potential partners. To help us to stand out, I felt it was important to create a print and digital catalogue that would intrigue potential new partners.
I was also part of developing a restaurant programme to get our product into high-end dining establishments. I knew there needed to be a ceremonious element (like coffee rituals) to the table delivery in order to appeal to the clientele of Michelin starred restaurants, so I designed a solid brass display to be used by servers to present the product to guests.
“I love this and want to make sure we can get it in front of our guests...This is going to be awesome! ”