Duranitro
Creative Director
2022
As the Creative Director for Duranitro, I led the brand’s creative direction from inception to launch. This included developing the brand identity, establishing the core concept, and ensuring cohesive visual storytelling across all touchpoints. I designed the logo, packaging, and marketing materials to align with the brand’s vision. Additionally, I directed multiple photoshoots to capture the brand’s essence, ensuring a consistent and impactful presentation throughout its debut.
What I Did
Brand Launch, Creative Leadership, Brand & Concept Development, On-set Art Direction, Photography, and Editing
Where it’s Featured
Walmart and Amazon
The Results
Concept Shoot
For the concept shoot, I aimed to highlight the product's key selling points by presenting it in a realistic home environment. We utilized a kitchen set with a clean white color scheme to create a fresh and inviting backdrop. This approach not only emphasized the product’s functionality and aesthetic appeal but also ensured that if additional photos were needed later, we could seamlessly recreate the set in our studio for consistency.
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The Product
Duranitro's cookware collection featured nitrogen-hardened carbon steel and a distinctive honeycomb-embossed surface, both enhancing its nonstick performance. Inspired by this feature, I incorporated the honeycomb pattern into the logo and packaging design, reinforcing the product’s innovative texture as a core visual element.
To highlight the cookware's unique bottom, designed for optimal heat distribution, I introduced a striking red accent within the pattern to symbolize heat flow — a design choice that effectively communicated both function and aesthetic appeal.
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