Melissa Hemsley Art Direction

ART DIRECTION | VISUAL IDENTITY | CAMPAIGN LOOK AND FEEL | PACKAGING DESIGN | SOCIAL FIRST

For the launch of allplants’ new Chef-in-Residence programme, I led the creative direction of the Real Food. Unreal Flavour. campaign — a bold celebration of vibrant, plant-based food. Collaborating closely with our in-house chef, marketing team, and photographer Valentina Concordia, I developed a visual identity rooted in the natural colours of whole foods and inspired by Melissa Hemsley’s book Real Healthy. I art directed the full campaign shoot, establishing a distinct aesthetic and creating a cohesive image bank to be used across digital, print, and packaging. The goal was to elevate real food into something joyful, flavour-first, and full of life — building a brand experience that felt as delicious as it looked.