Pattri Brand Launch
Ideation, Planning, Art Direction & Post Production
Meet the food treasure of India, one delicacy at a time.
We were the first citizens of the truly globalised world, weren’t we? And we, have tasted barely a morsel. The more we realise how foreign we are in our own land, the more curious we become to dig deeper. Pattri was created to take everyone on a treasure hunt to (re)discover India. The brand aims to make regional foods across India easily accessible by sourcing local foods from thoroughly vetted local vendors, under one label. The aim of this photoshoot was to reflect the vibrant and energetic personality of the brand, that remains rooted in culture and food.
Process
The focus for this shoot was on getting a lot of details right, like the pop of colour, the bright yet diffused lighting, the very intentional use of minimal brass, wooden and ceramic props. The idea was to create this new picture of what regional food can look like. We wanted to blend the beautiful colour palette of the brand with a minimal ethnic aesthetic, while focusing on the food and the hand painted illustrations heroed on the packaging. Considering this shoot was for a brand launch, we've focused on getting impactful product shots built within a brand world that remains unique to Pattri. My role in this shoot was all about moodboarding, leading decisions on the lighting and general creative direction as I worked with Assad and Ria to bring the moodboard to life.
Credits
Art Director
Aayushi Kay
Creative Director
Anushka Sani
Project Manager
Urvi Dedhia
Product Photography
Assad Dadan
Food Stylist
Ria Panjabi
Ugaoo Re-brand Shoot
Ideation, Planning, Creative Direction & Post Production
Ugaoo is India’s leading D2C urban gardening brand looking to make plants a meaningful and rewarding part of our lives. From their magnificent farms to thoughtful plant-health innovations, Ugaoo has been growing & delivering beautiful plants, gardening supplies and accessories across India, increasing the community of urban plant parents one balcony, windowsill and work desk at a time!
