BOTANIC LAB

Commissioned Photography and Creative Direction.

I have been art director/copywriter and photographer for Botanic Lab for the last 7 years. They are a cold-pressed juice brand needing help building a campaign of strong imagery to help Botanic Lab successfully break into a crowded scene with only a tiny media spend.

Botanic Lab needed a brand identity that stood out and help the brand enter the high-end retail market. They were keen to reset the associations attached to raw juice by carefully selecting ingredients for their effect on the body and health-giving properties. My goal was to reflect the rich and complex nature of the drink, with a playful nod to this sophisticated brand’s description of their products as ‘raw adult soft drink’.

Since their launch, my role has been to conceive and shoot their campaigns to achieve shifting goals in their business as it grew.