Updating Photography for Lassonde Pappas and Company, Inc.

Client Overview

Lassonde, a prominent name in the beverage industry, sought to enhance the visual identity of its flagship brands: Apple & Eve, Old Orchard Brands, and Northland Juices. Cull Group’s goal was to produce high-quality, versatile imagery for use across e-commerce platforms, social media, and sales presentations, incorporating elements of lifestyle photography, photography for use in digital marketing, and product branding, with a primary focus on showcasing each brand’s unique products and target audiences.

 

Challenges

• Scope and Diversity: The project required distinct photography for three brands, each with unique priorities and target demographics, produced in a single kitchen location with limited models and props.

• SKU Prioritization: Lassonde’s extensive product lines included various sizes and packaging styles, demanding careful selection to streamline the shoot.

• Visual Consistency: Imagery needed to align with each brand’s identity while being adaptable to diverse platforms such as websites, social media, and retailer catalogs, incorporating elements of multi-platform branding and omnichannel marketing to maximize reach and cohesion.

• Deadline Pressures: Deliverables were constrained by year-end budget considerations and sample availability.

 

Solutions

• Strategic Planning: Collaborated closely with Lassonde to establish priorities, align expectations, and receive timely approvals for props, models, and environments across all three brands.

• Creative Direction: Focused on relatable imagery:

  • For Apple & Eve: Styled environments as clean, upper-middle-class kitchens with diverse models representing families and children.
  • For Old Orchard Juices: Highlighted family-oriented scenarios with parent and child models.
  • For Northland Juices: Featured older adult models to appeal to a health-conscious audience.

• Execution:

  • Selected a single kitchen/dining setup to maintain consistency and efficiency.
  • Captured wide-angle shots for cropping flexibility across multiple aspect ratios.
  • Conducted meticulous inventory checks to ensure optimal samples for photography.

• Post-Production: Delivered high-resolution images tailored for social media and promotional materials, with professional retouching for a polished finish.

 

Results:

• Enhanced Brand Identity: Lassonde’s new portfolio of lifestyle and product imagery effectively reflects the unique ethos of each brand while maintaining a cohesive aesthetic.

• Versatile Content: Cull Group optimized imagery for various applications, including e-commerce photography optimization and social media visual strategy, from product pages to dynamic posts.

• Improved Engagement: Relatable and inclusive visuals help to strengthen audience connection and bolster Lassonde’s market presence.

 

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