Modernising a UK Classic
A Creative Journey
DELIVERABLES
Photoshoot
Retouching
Digital assets
TEAM
Client: Premier Foods
Agency: 20ten Creative
Creative director: James Long
Art director: Jose Luengo
Photographer: Howard Shooter
Food stylish: Denise Smart
YEAR
2023
OVERVIEW
Having successfully executed diverse campaigns for Mr. Kipling, Premier Foods approached us to capture the essence of their iconic cakes through a series of photos for their brand bank. Seeking a departure from the tea-centric theme of past interactions, the objective was to embrace a more contemporary visual language.
CRAFTING A STYLE
I began by researching current food photography trends and advertising styles. Then, I created mood boards, sketches, and photography directions, including props to match the desired look. These visuals helped communicate our creative ideas to the client.
Option one focused on stylish lifestyle settings, integrating cakes with props in matching SKU colours, illuminated by vibrant lighting for a modern kitsch aesthetic.
Option two explored compositions with cakes forming patterns, utilising a bright and colourful palette, enhanced by strong, elongated shadows.
CREATIVE PROCESS
Sketching and Exploring
Drawing upon the mood boards for inspiration, I delved into sketching to identify optimal compositions. These sketches served as a visual roadmap, to experiment with different arrangements of cakes and props to achieve the desired effect. Through this iterative process, I refined the creative vision, ensuring that each shot captured the essence of Mr. Kipling's brand identity while resonating with contemporary tastes.
Sketches Option One
Sketches Option Two
Photoshoot
With the chosen route in mind, I meticulously outlined preproduction details—lighting, camera angles, composition, props, and mood.
On-site, I collaborated with the photographer as we worked together to bring our vision to life.
Post Production
The post-production phase involved detailed retouching of each image. Every imperfection was addressed, from colour correction to composition refinement, resulting in images that were as visually appealing as they were appetising. This final polish elevated the overall quality of the photos, ensuring that they met the high standards expected of the Mr. Kipling brand.
FINAL DESIGN
The images we produced signalled a significant change in Mr. Kipling's approach to consumer communication. Departing from traditional tea-centric visuals, we presented cakes in a fresh context, resonating with a new audience.
Premier Foods' enthusiastic response led to mural requests for their headquarters and widespread use across social and digital platforms. Notably, the photographer proudly showcased the work on his website.
This project showcases the power of collaboration and strategic vision in revitalising a British classic for modern audiences.
