The Autumn/Winter 2017/18 Inspire by Harfield was the third edition, and by now both ourselves and the client were well versed on the process of pulling this great feast of a tableware seasonal brochure together.
Harfield came to us with their initial spread ideas and areas which they wanted to target with this edition. The main categories were; Breakfast Buffet, Winter Warmers, Christmas and Super Bowls. They really wanted to highlight the colours, food and products and to show the tableware in use wherever possible.
We developed moodboards based on the initial spread ideas, taking on board the seasonal element and their product preference to be highlighted within each image. We could then create colour palettes for each overall spread and work this throughout individual images and setups. As we have worked with Harfield for a number of years we have a multitude of existing backgrounds and backdrops which work well with their products, however for this one we invested in another wooden tabletop to add a lightness to the Breakfast Buffet spread.
Props proved quite tricky this time around, with Christmas being one of the main categories. The teams riffled through their Christmas decorations for fairy lights and baubles and even baked a Christmas log, however a whole turkey was a bit too tricky within our tight timeline. We will be prepared next year!
Once the props, food and layout were approved, the shoot went smoothly with everything timed perfectly. Everyone on the day had a specific role to ensure all food looked as fresh as possible and the correct product for each image were available when needed. Once the images were processed, it was quite a simple task of placing them in the allocated sections within the design and the creating some lovely typography to sit within a space on each spread. We also added a ‘NEW’ pointer to highlight the most recent products to the market to highlight them in both the image and informative product codes.
We’re already looking forward to working on the next edition!