For UK wellness brand The Herbtender, I helped develop and bring to life the visual identity for a series of product and lifestyle shoots.
My role involved creative direction, art direction and styling, as well as sourcing and bringing together the right photographers, models and creative team to execute the vision.
For the product imagery, I created sculptural compositions inspired by the natural world of mushrooms — working with moss, fungi, branches, earth and other organic elements to build miniature environments around the products.
The aim was to elevate traditional product photography into something more tactile and unexpected, while celebrating the beauty, texture and mystery of the environments in which mushrooms naturally grow.
From concept through to the final shoot, my focus was on creating imagery that felt organic, beautiful and visually distinctive, while remaining true to The Herbtender’s connection to nature.
