Who:
What:
Audience:
Fresh Produce Clothes
Creative Direction | Photography | Graphic Design | Web Design | Email Marketing
Adult women (35+), mid-upper middle class households who have expendable income for vacations or who have a beach state of mind.
Fresh Produce Clothes is an e-commerce site that has been in business since the 1980s (at the time, brick and mortar), making apparel for women who have a beach state of mind and feel beautiful in their skin.
For many brands, the holidays (Labor Day - Valentine's) can be overwhelming with peak season between November + December. For Fresh Produce, they wanted to introduce a line of jewelry that carried the spirit of the beach.
To carry this project through to completion, I started by shooting the jewelry in natural light. After editing it carefully in Lightroom, I exported the files to Photoshop. Being the holidays, I wanted to capture the air of the season instead of presenting the jewelry the way most brands do.
This brought forth the idea of arranging the pieces in a way to make familiar shapes: a tree, an ornament, and a snowman (not pictured).
This idea was a perfect way to kick off their seasonal line with room to grow while still harking to the idea of the holidays.
Design programs used: Adobe Photoshop | Illustrator | Lightroom
Email Service Provider used: Klaviyo
Website platform used: Shopify
Fresh Produce Website
Fresh Produce Emails
Fresh Produce Instagram Posts
