Filling the streets of inner SE Portland with the comforting aroma of freshly baked bread for over 100 years, Franz Bakery is a fixture of the city's identity.
Unfortunately, with such longevity and mass appeal comes the potential perception of Franz as a “corporate” brand, anathema in a city with such a strong “shop local” philosophy. Through my work with Bonfire Marketing as a food stylist, photographer, and creative strategist to the Franz Bakery account, I assisted in expanding social engagement and elevating the brand's identity to resonate with the buy-local, self-identified-foodie aesthetic. We highlighted the rich diversity and wholesome ingredients of Franz products and created an approachable vibe to engage the target audience.
Food photography was a new frontier for our marketing company, and not only did I teach myself the basics of product photography in a matter of weeks, I also helped develop systems of photo shoot scheduling, stylistic consistency, and interdepartmental communications that did not previously exist. Moreover, I often singlehandedly selected, prepared, and styled each of the ingredients for the shoot. (My background in the restaurant industry came in quite handy here.)