Salt & Straw's Chocolatiers Series: Art Direction
Salt & Straw uses ice cream as a platform for innovation. Each month Salt & Straw showcases a series of flavors that spark wonder, curiosity, and dare the ice-cream amorists to explore the ever-evolving menu over and over again. Founded in Portland, OR in 2011, the company has grown to 30+ shops in 5 states as well as a direct-to-consumer e-commerce business that ships nationwide.
The Chocolatiers Series was featured in February 2023. To create this series, Salt & Straw partnered with five different chocolatiers across the country and used ice cream as a medium to showcase their product.
I was tasked with conceptualizing and executing a visual direction that encouraged our audience to not just buy chocolate - but chocolate ice cream for Valentine’s day, as well as speak to the elegance and craft behind each flavor.
The other designer on my team and I hand crafted the set together for this photoshoot. I directed the photoshoot and created the marketing assets for both digital and print needs. I also provided feedback and collaborated with the other designer on my team who helped edited the photos.
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