LUXURY CONSUMER STARTUP
Bkr is a cult favourite glass water bottle company with exceptional aesthetics and environmental sustainability. The company is positioned in the beauty market.
Bkr was looking to further develop the photographic approach to more closely reflect the quality of product and the lifestyle of their community. We polished the brand, elevating the aesthetics and unifying all visual and copy touchpoints. As ACD I worked closely with the founders, head of marketing and product to create a unified brand strategy . We identified two areas of growth within the photography: elevate the overall level of execution and greater integration of lifestyle and humanity.
As consistent with the startup culture, each of our roles were multidisciplinary. In my case this range was from strategy, product development, art direction and management. Through to designing marketing materials, and becoming the sole photographer and retoucher. Creating premium quality images with few resources. With experimentation and elbow grease we developed an edgy, elevated style hero-ing the product and integrating lifestyle into brand through locations and talent. The front flash photography, has a raw, spontaneous feel, using a punk/amateur aesthetic frequently found in fashion.
We replaced surfaces throughout the buying journey and web experience. Adding photography with more context, product education and a distinct personality. Resulting in a more rich and consistent buying experience.
Campaigns and Launch Assets
Spiked Kiss Kit Launch
Paris Water Balm, Keep Kit Compact
The 500 Collection
San Francisco, CA
Created under the visionary leadership of
Founders Tal Winter & Kate Cutler
Creative direction and copy: Tal Winter
Art direction, photography: April Larivee
Design system: Emily Zuckerman,
Illustration, design, photo styling: Paulina Zepeda
Special thanks: Tara Larivee