Wickedly Prime is Amazon’s first private label food category. My brief was to design and art direct the launch of four Italian vinegars – initially in the UK, Germany, France, Italy, and Spain.
I researched the ingredients and their heritage, created scamps, moodboards and briefed the copywriting team at Rocksalt.
In order to help visualise the unique features of each product, I also created a series of simple icons.
Finally, I organised and art directed a shoot in Leipzig, Germany, briefed retouchers in Romania to finesse the photography and presented the work to a very happy client.
Amazon D1
Associate Creative Director
Matt Watts
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