Charmsday is a jewellery brand retailing silver charms and bracelets. They retail silver charms . The product is about celebrating the story of life and its important moments.
As a product and Visual merchandiser, my role was to create product collections and dine and develop the visual vibe of the brand.
Year: 2017
Team:
Photographer: Angad Achappa
Graphics: Arunima Goswami
Copy: Suganya Mannivanan
Imagery & merchandising: Mini Gautam
ART | MERCHANDISING
Charmsday - Jewelry
Photographer: Angad Achappa
PROCESS
Millenial Inspired
The process involved secondary psychographic research on Millenials. The fact that they are globally exposed, individualistic and self-aware generation was the starting point.
Image credit: PureWow
COLOUR PALETTE
Considering the age of our TG, the visuals needed to look fresh, pleasant, approachable and trendy. A pastel palette allowed just that. The idea was to own the pastels!
Considering a small size of the product the pastels were muted yet vibrant adding life to the imagery.
LIGHT
The light was hi-key to enhance the pastel colours, the product and give an overall set a vibrant, positive mood.
SET-UP
There were three kinds of setup on the basis of usage.
- Slidehsow
-Banners
-Social Media/Other collaterals
Image credit: delightfull.eu
SLIDESHOW
These included clean, a well-focused image with highlights along the contours and 20% shadow. This involved a lot of trials and experiments to achieve the desired quality.
For the product slideshow, the product was set against a white background with highlights along the contour lines to define the edge of the metal.
A shadow of 20% intensity was added for a rich appeal.
Photographer: Angad Achappa
BANNERS
The banner images were clean and simple to capture the essence of the collection.
Photographer: Angad Achappa
Graphic Designer: Arunima Goswami
Content Writer: Suganya Manivanan
SOCIAL MEDIA
This included images for marketing promotions and social media. The idea was to create lifestyle images around the product in different styles in a flatlay.
Photographer: Angad Achappa