Melt Organic

Assorted Melt Organic plant-based butters and butter sticks displayed on orange platforms against a bright orange background.

Melt Organic inspires others to strive for better, starting with what's on your plate. I had the pleasure to oversee the creative direction of the launch of their new spreadable cheese product line while also refreshing the look and feel of their existing plant-based butter products. The goal was to create a holistic brand experience across all marketing channels, including in-store experiences, sales communications, and social media.

I focused on using a monochromatic color palette, cropped arms, risers, and modern props with a hint of 1960s and 1970s nostalgia to create playful compositions and scenes to convey Melt's cheerful, optimistic, and quirky persona.

While working with Melt Organic, I oversaw the timeline, negotiated project scope, and managed quality control while leading the photo shoots and instructing contractors, including illustrators and copywriters.

Ilustrations: Cooper Foszcz
Photography: Max+Co
Motion Video: Knotably
Copywriter: Gloria Valadez

Deliverables:
Photo / Video Art Direction
Brand Strategy
Brand Identity & Guidelines
Social Media Graphics
Email Newsletters
Printed Material

Behind the scenes of the creative process leading the photo art direction.

After the initial mood board development phase, I collaborated with Max+Co to develop the shot list. We then review the information and align on the details, including surfaces, props, food lists, model details, wardrobe, aspect ratios, and shooting schedule.

Schedule for MELT website shoot day, listing time, shot, reference, notes, ratios, angle, surface, food, props, models, wardrobe, product, notes for January 12th.

Production

I worked remotely with Max+Co to provide art direction. Each photo was captured and then shared, so no detail was overlooked. Below is an example of our communication during the shoot.

A laptop screen showing a vibrant photo of four diverse people enjoying a cheese tasting on an orange background, with a chat window on the right discussing color adjustments and photo edits.

Post Production

Below are the final images next to the original mockups created by Max+Co. Additional examples of how the images are used on social media are also shown below.

Colorful illustration with a purple background, cookie dough, and scattered cookies, featuring text 'MELT MESSAGE' written on the dough and a hand with a finger pointing to the message.
A large, cream-colored, puddle-shaped sign with the words "PLANT-POWERED TASTE, WELL-APPROVED" written on it, surrounded by muffins with pats of butter and blueberries, and containers of melt butter on a purple background.
Person holding a cup of unbreakable, blue ice cream and near packages of Melt Organic unsalted butter sticks.
A person with curly hair and dark skin smiling and holding a cupcake with blue frosting, next to boxes of Melt Organic butter sticks on a blue background.
Orange reusable tote bag with cartoon cheese characters and text, lying on green moss ground outside.
Packaged organic salted butter sticks and grilled corn on a red background.
Container of Melt Organic Cheesy Spreadables surrounded by toasted bagels with various toppings.
Containers of Melt Organic cheesy spreadables with green label and slices of bread topped with spread, garnished with herbs on a bright green background.
Slices of toast with melting organic butter and a container of Melt Organic vegan butter on a yellow background.
Three colorful promotional posters for Melt organic spreads. The first poster has a green background with a hand holding a chip over a container of green spread. The second poster has an orange background with a hand holding a chip over a container of orange spread. The third poster has a blue background with a hand reaching for a chip above a container of blue spread. Each poster features a caption about enjoying the spread and the product is shown at the bottom.
An advertisement for Melt Organic plant-based butter, featuring different types of butter sticks and containers against an orange background, with a list of recommended vegan-friendly restaurants and food establishments.
Multiple orange and white cards with the 'ealle Organic' logo, scattered on a white background.