Halo + Cleaver™
Creative Direction
Halo and Cleaver came to us at the tail end of their packaging rebrand to help redefine their look. Previously, their low-sugar BBQ Sauce and Ketchup line had created images that were stark, simple and sent mixed messages. We took this as an opportunity to create a fun, playful look that also included more trendy elements such as bright backgrounds, graphics and drove home the idea of playing with your food; which was a large part of their new branding.
Lighting Specifications
When playing with bright colors, lighting has very specific standards required to ensure that the color of the backgrounds or props isn’t either washed out or overpowering the food. We achieve this by balancing the scene with multiple lights. The end result is an image that’s colorful and bright, without washing out the product or dish we’re highlighting.
Recipe Guidelines
Halo + Cleaver’s products are made with natural, clean ingredients. While their ketchups and BBQ sauces are made with good-for-you ingredients, they don’t sacrifice on flavor. To reinforce this idea, all the recipes we created focused on easy, healthy-conscious dishes that utilized their delicious condiments to bump-up the flavor.
