Client: Michel Design Works (owned by Stone Wall Kitchen)

Scope: Art Direction, Set Build, Background and Prop Sourcing, Prop Styling, Content Creation, Photography & Post Production. 3 year contract.

The brand is particularly noted for its attention to detail in both product design and presentation, with many of its offerings featuring vibrant, botanical, and vintage-inspired artwork. The challenge for Michel Design Works was to develop an extensive library of images for their diverse product lines, each collection featuring a distinct look, style, and mood. Their home goods and body care products, known for their unique aromatic fragrances and artistic packaging designs, range from napkins, trays, and candles to lotions, room sprays, diffusers, and soaps, all aimed at capturing attention and driving sales in a competitive online marketplace.

Art Direction: I created engaging and inspiring mood boards for each collection to perfectly capture the vibe and essence of their unique scents and designs. For the “Tuscany” collection, the focus was on evoking the cozy, rustic charm of an Italian home nestled among olive groves, while “The Shore” collection embraced a nautical, sun-soaked aesthetic of the oceanfront. These visual guides were essential in shaping the set design, ensuring consistency and cohesion across all product imagery.

Result: A distinct visual narrative for each collection was created that resonated with the target audience and reflected the brand’s unique identity. The marketing and sales teams were thrilled with the fresh, high-impact content, which provided them with powerful new assets to engage potential buyers and drive interest. The imagery really captured the spirit of the brand and made a big difference in showcasing the products in a crowded market, helping to draw in new customers and boost sales.