edible beauty
content production

One popular saying that we hold on to when working with clients is “don’t reinvent the wheel”. This is a simple strategy that produced brilliant results for Edible Beauty. They were already producing great content for their platforms, however, they were looking for CODI to come in and elevate the strategy that was already there. We combed through their established plan in order to rework existing ideas that were underdeveloped as well as introduce new content strategies so as to keep aligned to their existing brand messaging.

To ensure that our photoshoots were effective and on-brand for Edible Beauty, CODI developed a series of mood boards that reflected the creative direction of the proposed content. Once we sourced our mood board images, the client gave us feedback until we could agree on a series of concepts that were to be approved for further production. We knew that Edible Beauty emphasised the natural ingredients that go into each of their products which meant that from the beginning, the name of the brand gave us a clear indication of where to explore. We made sure our shot list included key components such as a selection of aesthetically pleasing ingredients that reflected the fresh and native items used in the products.

As we wanted to experiment with a new method for photography as part of this campaign, we understood that all good things can come easy, but amazing work sometimes comes with challenges. As such, we chose natural lighting for its ability to better reflect the true essence of the products. Our strategy included connecting the audience with the “natural” which meant working with sunlight and the unique risks associated such as inconsistent lighting throughout the photoshoot and unpredictability in lighting intensity. We understood those challenges and used them to create more engaging and experimental content. With the variant lighting, we restyled images and relied on different tools to reposition light in order to achieve the desired results.