Rise & Dine
2024
Having been part of the Whole Foods Market design team, I've had a front-row seat to the team's creativity and dedication during seasonal events. While my role in the production studio usually keeps me behind the scenes, I've seen the magic unfold during concepting for standout events like “Sweet Summer Daze" and "Spice up Autumn"
One thing that always stands out is our annual breakfast sale, which resonates with me as a fellow Whole Foods shopper. From 365 100% maple syrup to frozen mini waffles, the store is stocked with breakfast favorites. Inspired by this passion, "Rise & Dine" was born—a celebration of breakfast enthusiasts everywhere.
Project scope
Art Direction
Illustration
Concepting
AI prompting
Photography
Discovery
During the discovery phase of this project, I faced the initial challenge of naming the concept. As someone who doesn't consider themselves a natural copywriter, I turned to the AI tool ChatGPT for assistance. While some suggestions felt a bit rigid and uninspired, "Rise and Dine" stood out as a playful twist on "Rise and shine." It not only evoked the spirit of waking up to enjoy breakfast but also conjured images of sharing breakfast with others—whether it's going out with friends, cooking for a loved one, or indulging in breakfast for dinner.
Settling on a tagline proved to be another challenge. The options on the table seemed a tad too whimsical, but "A Feast for Morning Cravings" caught my eye. It had that perfect blend of catchy and sophisticated. Then, it hit me—I realized the event already had a name: "Rise & Dine: A Feast for Morning Cravings.
Rise & Dine concept
Once I had a name, my vision crystallized. Turning to the internet for inspiration, I aimed for a concept bursting with color, vitality, and universal appeal. Drawing from my own cherished breakfast memories with family—like our biannual trips to Disney World, always punctuated by a hearty breakfast—I sought to capture that feeling of sunny mornings, filled with pancakes, eggs, meats, and fruits, surrounded by loved ones. It was a blend of nostalgia and modernity, acknowledging that while we may have outgrown our childhood selves, the essence of those memories can still be shared with significant others, friends, kids, or even pets.
When conceptualizing this project, I aimed to capture the essence of a classic breakfast tablescape, featuring staples like eggs, waffles, pancakes, fruit, and coffee. Initially, I considered using a serif font but worried it might lend too much of a "Vintage" vibe, which didn't align with the brand's aesthetic. Ultimately, I opted for a sans-serif typeface, finding it lent a fuller and more cohesive look, consistent with past elevated events. As for the illustrations, I envisioned vibrant gradients and textures to accentuate the beauty of the food, evoking the warmth of a sunny morning.
Photography art direction
After developing the concept and graphic elements, the next crucial step in creating elevated events is the photography process. This involves crafting a cohesive shot list that effectively captures the essence of the event and highlights key products.
My goal was to capture a warm and abundant breakfast scene with a familiar, nostalgic tone. The setting should include bright morning light casting shadows, as if streaming in from a nearby window.
Prop inspiration
For the props, I aimed to combine warm and neutral tones to make the food colors stand out, much like in the poster. By adding small pops of yellow and orange through linens and glassware, the image evokes the cozy feeling of a warm Sunday morning. Per WFM standards props should always feel natural, high quality, and textured.
Prop guidelines:
White Ceramic, Bowls, Platters and mugs per WFM standards
Simple white or yellow linens
Light wooden background
Cast Iron pan
Modern long stone serving platter
Silver coffee mokapot
White ceramic egg crate
Amber colored glasses
Terracota artisanal looking mug
White flower bouquet and vase
Product shot
For this shot, I wanted to adhere to WFM's standard silo guidelines to ensure consistent quality and presentation. Lighting should be be bright, enhancing bold contrasts and making the products stand out. Shadows should fall to the left, adding depth and dimension. The arrangement of the products should be dynamic, with slight angles to create visual interest. To they side of the composition there should be a stack of 4-5 golden brown waffles, topped with abundant blueberries, a thick square of butter, and dripping maple syrup. This setup would be complemented by the packaged products, strategically placed to suggest they were used in the preparation of the waffles, creating an inviting and appetizing scene.
Crop:
600x600 (1:1)
Featured Products:
365 organic buttermilk waffles
Driscolls organic blueberries
Kerrygold salted butter
Shady maple farms – Maple syrup
La colombe cold brew
Prop notes:
White Ceramic Plate for waffles & cold brew should be poured in a glass
Rough sketch of composition and layout.
Styling ref for waffles, top should look bountiful with blueberries, syrup and butter, no strawberries needed.
Light reference: Light should be bright, enhancing contrast and making products stand out. shadows should fall to the left.
The hero shot
For the Hero shot I wanted to capture an overhead shot, horizontally styled, on a wooden surface with abundant breakfast foods in bright morning light, casting shadows as if from a nearby window. Include crumbs, cereal pieces, and blueberries near their respective items. The hero dish should feature three golden-brown waffles stacked asymmetrically, topped with blueberries, blackberries, two squares of butter, strawberries, golden bacon, breakfast sausages, and two sunny-side-up eggs. The croissant tray should have five croissants, four lined up with bowls of jam and strawberries, and the fifth split with crumbs. The ceramic egg crate should contain six hard-boiled eggs, one cracked open with a runny yolk. Place a newspaper under the cereal bowl and eggs, with linens laid around organically for a lived-in feel. Use dishware in shades of ivory, white, or cream, with terracotta coffee mugs and amber drinking glasses for color. Slightly oil the cast iron for a used look. Place a halved avocado on a small plate with a vase of flowers slightly overlapping, matching the dinnerware color.
Crop:
1140x641 (16:9)
Featured Products:
Belgian waffles, pasture-raised eggs, colorful cereal with milk, avocado, oranges/grapefruits, OJ, coffee, BonMamman jam, butter, bacon, sausages, croissants, coffee & assorted fruit and berries.
Prop Notes:
White ceramic dinnerware, linens for accent, amber colored glasses, terracota artisanal looking mug, newspaper & white flowers and vase.
Rough sketch of composition and layout.
Styling reference: Waffles should look golden brown and vibrant.
Mood: bountiful, warm, nostalgic – perfectly imperfect balance.
Surface Reference: light wooden table.
Light reference: I liked the bright light and the soft extended shadows.
The final shot
With a clear vision in mind, I set out to execute my plan. After gathering all the elements from my shot list, I prepared my home set, ensuring the table surface received ample natural light. After styling the food and arranging the spread, I utilized the morning light streaming through my window and captured the shot with my old Canon DSLR. I then used AI to edit and enhance the image in post-production.
Reflection
Reflecting on this weekend project, I feel a sense of pride in the final outcome. As I embarked on this endeavor, I was grappling with some insecurity about my design skills. However, through the course of this project, I've witnessed my abilities grow and evolve. While I acknowledge that there's always more to learn, I'm pleased with the progress I've made in honing my craft. This experience has reignited my enthusiasm for continued growth and learning in the field of design.