Cherrytree Bakery - Imagery Adjustment/Selection

Current Imagery:

Black and White: I chose to experiment with black and white imagery to be able to represent the traditional nature of the business' process and heritage. Linking to the visual connotations of black and white photography, 

Trial 1

• The effect overall gives a premium feel and offers a more simple visual than the original imagery which is being currently used. 
• The simplicity puts the focus on the process and the person doing it itself, taking back the colour and complexity of the image.  

Trial 2

• Addition of the logo in white is sharp in contrast against most of the image itself but unclear in some parts, this would be fine once the brand was well known. 
• The white gives a premium feel to the image, which could be carried across the rest of the collateral design, although I do not feel as if it is the best representation of the brand itself, it doesn't have the warm and inviting feel that is needed from the brand ethos. 

Trial 3

• Black was experimented with to be able to bring the logo to the forefront of the image itself, although this brings the audiences eye and attention to the logo the high contrast distracts too much from the image itself, therefore rendering the use of imagery useless. 

Texture/Colour Experimentation:

Figure 1

I decided to experiment with a paper texture over the black and white imagery to give it a softer feel, and better be representative of the brand values itself. The texture I experimented with first can be seen above (figure 1). Although when placed over the image, due to the fleck being so small and the paper texture being quite neutral (to reflect the styles used in artisan and handmade traditionalist papermaking techniques) it didn't particularly show (as can be seen in figure 2).

Figure 2

To be able to get the texture to show more I decided to drop the transparency of the image layer itself to 'multiply' in order to let the darker parts of the fleck below to show through. Although this still did not give enough of a representative feel to the images that I feel was needed to be able to visually evident. 

Therefore I decided to sample to colours that I had explored, the logo mark itself has been produced in a taupe warm colour, again to visually represent the values of the brand and also the ingredients that are involved in the making of the products themselves. Taking the dark warm colour from the golden baked goods. 

Taking this into consideration I decided to extract the colour of the logo itself and change this into the key focus colour of the fleck within the texture, this brings in the visual identity with the colours of a go itself and therefore ties together the visual images and the brand. In order to show this texture through in a better light, I also love the opacity of the layer top, through doing this it also slightly alters the colour of the image itself due to the lower opacity. Rather than a black-and-white image, the image becomes almost sepia, again re-exemplifying these warm neutral tones which are included in the ingredients of the baking itself, as well as being representative of the logo. Meaning when the logo is also placed above it a strong crisp lines contrast against the softer image and therefore create a visual which allows both the image and the logo to be able to be shown.

Recoloured texture

Overlaid Image

Image with Logo

Other Images:

Product Images

Office Staff Images

As can be seen from the examples of the other images in which I visited in the same way the visual imagery works well as it ties together with all the different types of images one visual identity, obviously having such different types of images of people products machinery et cetera this is a way of bringing them all together in one visual. I believe it represents the brand as it is warm and neutral, the colours have been taken out and the images have a more traditional feel to them representing the traditional values of the business. The texture coming through the image shows off the artisan methods they used within the actual process of creating the products, due to its large fleck of paper texture, it reflects the traditional methods of making paper. These images can be used throughout the collateral design and also throughout the website.