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Food Conception

Client

amapur

Credits

Photographer: Antonios Mitsopoulos
Foodstyling: Lukas Grossmann

My Role

Art Direction

About

It can be easy for concepts to get muddled in advertising if not enough care is taken to differentiate them from each other. That’s why I worked hard to ensure that every product at amapur channelled a specific concept that stood apart from the others with its own unique personality.

I achieved this by working with distinct forms, shapes and colours to capture the message we intended to convey behind each particular group of products. Every consumer is unique and so each product should be too.

Photoshoot
Five to two

This concept is all about flexibility, encouraging consumers to combine our products with natural, freshly cooked ingredients, which is reflected by the configuration of this image.
Body balance

Geometric shapes and strict ordered visuals convey that this concept encourages strict adherence to routines and the company’s own cookbook.

Liquid diet

Soups and shakes are the order of the day here, which is instantly made clear by the related objects I’ve incorporated into the image.
Body shaping
This diet revolves around time and scheduling, so all of the ingredients in literally revolve around a clock in this image too.