Photography Pitch to Dorset Tea Lifestyle Photography for Existing Dorset Tea Fruit / Herbal / Green / Speciality Range
Created by Becky Joiner May 2016
Thank you so much for giving me the opportunity to supply lifestyle photography to the Dorset Tea Fruit / Herbal / Green / Speciality range. Based on the brief you have supplied I have created two options for discussion and consideration. From the brief I understand that you would like to have a set of photographs that show each of individual tea blends with the accompanying pack shot plus an overall group shot of the blends. Looking at the history and the integrity of the Dorset Tea brand, I understand that the Dorset heritage, “Britishness� and lifestyle are key to setting your brand apart from your competitors. Through the photography the key message is to remind consumers of the essence of the brand, the personality and the values established by Dorset Tea. We will achieve this by visually communicating the Dorset lifestyle and the colours of the natural landscape which complement the blends of Dorset Tea. My aim is to create a selection of photographs that reinforces the Dorset lifestyle while maintaining a clear visual connection between the tea blend and the colour of the props used. My thoughts on the tea bag tag are that it lowers the value of the product by being visible on the cup. I am aware that if you do not have the tag showing that it may suggest that you sell loose leaf tea, so this may need to be discussed further before proceeding. All images will be supplied as hi res files and web ready files, I will take a selection of landscape and portrait images so that you have a number of options for print and online usage. I can crop the photos to square size too and supply. The packaging will be in focus and the copy will be legible on all images supplied. Document created by Becky Joiner Contact Details 07966 090916 Tweet me @Joinerb http://www.myfabulouslife.co.uk http://www.facebook.com/myfabulouslifephotography Instagram BeckyJphotography Pinterest MyFabulousLife
Option 1 DORSET TEA LIFESTYLE PHOTOGRAPHY Creating a set of photographs that use elements of the tea’s contents e.g. Lemon / Mint /Strawberries as props. These feature along side a cup, with a natural background, linen napkin and tea pack. The props from the fruit / crockery / cup will complement the colour of the tea’s flavour, so Blackberry Syllabub could use purple props, Ginger and Sunshine could use burnt orange / light brown, Cool Camomile could use white props, Strawberry and Cream Tea - props include handmade red cup, strawberries and cream napkins / linen I would suggest that as every tea is unique and has it’s own flavour that using different style of mugs or glasses for each set up would be a possibility. I would recommend using handmade mugs, glassware or linens that have a used and loved feeling about them, ideally made in Dorset or the west country to reiterate the heritage and sense of brand. Alternatively colourful enamel cups would also work well and are available in a variety of colours if you felt that there needs to be consistency with the mugs across the whole brand. Glassware I would suggest colourful and everyday luxury, so they colour of the tea is reinforced with the colour of the glassware. Please see the props mood board for suggestions. Overall the look and feel of the lifestyle photographs will be light and have a shallow depth of field throwing the background out of focus. All images are bright, colourful and clean, but not too tidy or over styled. This is a collection of photographs that evoke the Dorset lifestyle, the taste and the colours. Through the photographs, the honesty and the desire to evoke the feeling of “ That’s what my home is like” or “That’s how I drink my tea” is part of the Dorset Tea audience. There is a relaxed feel about the shoot, there is a feeling of the human element in the images. There is the option within this idea to include a female “Kate” model where we see hand shots holding the cups or in the background poring tea or slicing cake or sitting next to a cup of tea. The pack shot would be in focus along with the cup. I would suggest setting up either of these two options here for photographic style Shot flat from above Shot through the products close up Please see mood board for more details on pinterest https://uk.pinterest.com/myfabulouslife/option-1-lifestyle/
These are mock up suggestions to show you the variety of props, the use of colour with the props and shooting is through the drinks / food. Background is neutral. Photography suggestion is to be light not dark as shown left.
Option 2 DORSET TEA IN THE LANDSCAPE PHOTOGRAPHY Embracing the idea of partnering with appropriate lifestyle elements which communicate the natural life, colour and vitality of Dorset, I would suggest created a series of images that place Dorset Tea in the environment. Dorset has a number of unique aspects within its county, coupled with the Dorset Tea brand this sets you apart from your competitors while bringing you closer to your target audience. By using the natural landscape of Dorset, you inspire people to choose your tea and reflect the message of living a natural life amongst the colours of Dorset. I think that taking the tea, mugs / glassware and props into well known and easily recognisable Dorset landmark, setting the tea scene up keeping the background present but out of focus. The colour of the tea’s flavour can be complemented by the land marks location and the props we use. My initial thoughts for this lifestyle example are Dorset breakfast tea set up with mug, breakfast rolls on natural wood tray in the background you see Durdle Door. Foraged Fruits tea, mug or clear glass and deep red props / flowers scene set up with thatched cottages of Abbotsbury in the background. Cool Camomile with mug or glass, camomile leaves and light green props set up with sailboats in the background from Weymouth / Poole harbour. Earl Grey tea, mug checked grey blanket and props on a series 1 land rover / defender in the background. Blackberry Syllabub with pack, mug or glass and props with dark purple / blue Beach huts at Mudeford in the background. Ginger and Sunshine lemon in a glass with the yellow sand, Sand castles and beach in the background. Strawberry and Cream in a glass / mug with the red and white of Portland Bill in the background. These photographs would be shot wide and through the middle of the products, pack shots and mug in focus, background out of focus but recognisable. Please see Pinterest for full mood board https://uk.pinterest.com/myfabulouslife/landscape-option-2/
Mock up suggestion is to have the Dorset Tea scene set up on a table / tray / wooden box with the Dorset landmark in the background. The photography is to be light, pack shot and mug in focus with background blurred out of focus.
PROPS Both options would have a similar feel of relaxed, heritage, vintage, prestige, integrity, hand crafted, local. Natural light coloured woods, old painted boards, leaves and flowers of native plants. Option 1 Lifestyle photography would take place in studio or home kitchen. Additional props included in the shot antique books, architectural native leaves like ivy / babies breath / daisies, wild flowers, keys / crochets napkins please see the mood board for ideas on the look and feel of the props. Option 2 Landscape Dorset Tea Photography This will take place on location. The props list to include mugs, glassware, linens, teapots, jugs, vases, newspaper, wooden boxes, trays and cutlery. Please see mood board for more ideas. https://uk.pinterest.com/myfabulouslife/props/
MOOD BOARD OPTION 1 DORSET TEA LIFESTYLE PHOTOGRAPHY SEE ONLINE https://uk.pinterest.com/myfabulouslife/option-1-lifestyle/
MOOD BOARD OPTION 2 DORSET TEA IN THE LANDSCAPE PHOTOGRAPHY SEE ONLINE https://uk.pinterest.com/myfabulouslife/landscape-option-2/
MOOD BOARD PROPS DORSET TEA PHOTOGRAPHY SEE ONLINE https://uk.pinterest.com/myfabulouslife/props/ https://uk.pinterest.com/myfabulouslife/props/
BUDGET
OPTION 1 LIFESTYLE PHOTOGRAPHY - STUDIO BASED PHOTOGRAPHY 10 Products in Range to photograph in mugs 8 Products in range to photograph in glassware Photography 3 days Stylist and props Model half day
£2100 £600 £75
Total
£2775
OPTION 2 LANDSCAPE PHOTOGRAPHY- LOCATION BASED PHOTOGRAPHY 10 locations in Dorset 10 Products in Range to photograph in mugs 8 Products in range to photograph in glassware Photography 5 days Stylist and props
£3500 £1000
Accomodation and travel to be charged at cost Total
£4500