Art Direction for Kind Patches
Art directed the photography system for Kind Patches across retail, ingredient, and lifestyle storytelling. The work pairs the brand’s clean, dot-forward packaging with bold, conceptual studio set-ups, Target baskets and totes for the retail launch, dynamic liquid pours and powder bursts for the ingredient story, that keep the catalog feeling fresh, energetic, and unmistakably Kind Patches.
Built a Target retail story, styling the signature pouches in iconic red baskets and totes with patches worn on-skin, to celebrate the mass-retail launch and make the lineup instantly recognizable on shelf and in social.
Directed conceptual ingredient photography, dramatic green liquid pours, suspended powder bursts, and stacked glassware, that translate the "what’s inside" story into striking, scroll-stopping imagery while staying bright and clean.
Kept a consistent art direction language across every shot: warm cream backdrops, soft natural light, a single hero color per product, and the patch worn on the wrist or arm as a recurring brand cue.
Handled post production and color to unify the set, so retail, ingredient, and lifestyle frames read as one cohesive campaign across packaging, e-commerce, and paid social.