The strategy forms the foundation for the creative process and choices. The first phase consisted of revising the current identity and positioning of the brand. Mattisson was looking to target a new and different audience and thus, needed a fitting strategy and content. Through the target audience research, we were able to formulate content pillars, giving the brand a foundation on how to target the desired target audience.
For the content strategy, along with content pillars, planning, and tone of voice, we focused on fresh and colourful imagery to visualise the healthy products. Minimalistic setups with colourful backgrounds and playful compositions make up the unique content. The combination of photography and stop-motions creates diversity within the content collection. With the recipe photography, we focused on the food, and thus we opted for a more subtle setup.