Danica Heirloom Photo Styling Guide
This season represents a significant evolution for the brand, directly aligned with the company’s strategic focus on Customer Acquisition and Home Décor. To achieve this, we are introducing the second and final stage of the reorganization of the brand into four distinct chapters: Terrain, Indigo, Bazaar, and Medley.
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Chapter Full Launch
The chapters will seamlessly translate into catalogue sections and curated showroom environments, while maintaining a cohesive narrative and an intuitive customer experience. Store buyers can effortlessly integrate all four aesthetics into their spaces or focus on one or two chapters that best align with their store vision.
To drive growth among both existing and prospective Home Décor customers, we are increasing the percentage of Home Décor-focused SKUs to an unprecedented 45%. This expansion will feature enhancements in existing categories such as candleholders, dinnerware, and vases, alongside new introductions.
As part of our ongoing commitment to elevating the brand, we are testing incrementally higher price points that reflect the craftsmanship and curated quality associated with our offerings. This upward movement on the pricing and quality ladder is informed by market research and sales team consultation, and will be reflected in our elevated photography and marketing content overall.
Featured Chapters
Featured Chapters
Each new season will see focused product introductions to one or two chapters at a time, with photography efforts following suit.
Bazaar: Nomadic Oasis
Bazaar: Nomadic Oasis
Aspirational location story: A Turkish garden boutique restaurant patio
Global influenced surroundings with an artisan focus on outdoor/indoor living
Rich patterns, textures and settings ready for community gatherings
Outdoor spaces, earthyterracottas, tiled walls and floors, rug layers, lush greenery
Terrain: Sanctuary
Terrain: Sanctuary
Aspirational location story: A contemporary French country kitchen in Provence
Minimalist and clean, bright natural light with
More curved edge furniture, natural materials and colours
Sheer curtains, clean walls, calm and bright
Living spaces indoor and outdoor
Product Introductions
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- Seagrass Jute Cotton Rugs
- Seagrass Placemats, Coasters and Baskets
- Glass Tealight Holders
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- Bud Vase additions
- Terracotta Wax Resist
- Imperial Bowls additions
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- Decorative and Block Print Pillows
- Mosswood Dinnerware
- Opus Dish Additions
- Marble Hearts
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- Alchemy Cups
- Evani Bowls
- Marble Mortar and Pestle
Brand Strategy
Home Décor
Objective: Expand Danica Heirloom's offering in Home Décor to drive new customer acquisition
More intentional focus on this Home Décor customer category and this brand at every level
Establish suitable products and enhance catalogues to effectively support the Sales and Marketing team and Faire.
Spotlight Category
Seagrass items
Focus on Bazaar expansion
Spotlight Category
Glass tealight holders
Focus on Bazaar expansion
Categories Phasing Out
Props to Avoid
Please avoid using the following product categories as props in your shots. Although they are still available this season, they will be phased out soon:
- Nomad Dinnerware
- Hanami Dinnerware
- Tundra Dinnerware
- Luna Dinnerware
- Ravel Table Linens
- Sakura Bowls & Dishes
- Abode Dishtowels
- Dune Mugs
- Pulse Tabletop Collection
- Sonora Berry Bowl
- Shadow Tint Mug
Bazaar
A celebration of artisanal, handmade, authentic products with global influence. Statement pieces featuring thoughtful decorative details, embellishment and tactile textures elevate the brand. Serving pieces are integral here rather than day to day dining ware. The palette is rich and often colorful to celebrate the global influences of the story. One of a kind, heritage techniques.
Location Story
Location Story
Terrain
A functional yet elevated look, featuring trusted materials, essential shapes and timeless appeal. This story encourage customers to pause and appreciate craftsmanship and techniques through touch and texture. Natural glazes, stone and organic presenting materials anchor this look. Patterning is limited, or quite subtle. Texture is inviting. Colour palettes can be elevated and more neutral, with accents of richer natural colours.
Function, color and texture
- Consider how content will influence buying journey on the Faire.com platform
- More colourful food on some of the dinnerware that helps it come to life
- A balance of showing texture and form, but also product in use
- Sparks of gold and shine, particularly with serve ware, echoed in surroundings or propping
- Limited or no new photography for Indigo and Medley this season, the focus will be on Bazaar and Terrain introductions
- Closeups when required to show texture
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Photo Styling
Look & Feel
- Modern
- Minimal
- Staged
- Simple, Rustic
- Moody
- Wabi Sabi
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Photo Styling
Backdrops
- Mosaic tiles
- Fresco
- Concrete
- Brick walls
- Marble
- Rustic wood surfaces
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Photo Styling
Layouts
- Clean, simple, focused
- Monochromatic
- Moody lighting
- Beams of light
- Stacks and multiples.
- Mix of product shots and in situ
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Photo Styling
Chapter Props & Backdrops
- Each chapter will have a few key props that can get used in multiple setups
- New backdrops will be created that ties into the new chapters
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Photo Styling
Styling Effects
- Simple draping and stacking shows off texture well and sets the mood
- Use natural lighting to capture texture, wrinkles and imperfections
- Plenty of compositional breathing room lets the product shine
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Photo Styling
Themes & Stories
- Tell the aspirational location story for each chapter in your scene
- Keep props to a minimal, favouring coordinating products as support instead
- Store display set-ups are great for some collections
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Photo Styling
Scaling
- Get up nice and close to show motifs and techniques
- Use hands, other products, and food props to show the scale of the product
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Photo Styling
Settings
- Style with the assortment chapter in mind
- Locations that fit the stories we're telling will be booked
- Embrace the eclectic nature of the brand with lively mixing and matching
- Some categories are helped by showing products in use
- Farmhouse home settings are perfect for Terrain
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Danica Heirloom Models
Look & Feel
- Diverse
- Sophisticated
- Inconspicuous
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Danica Heirloom Models
Wardrobe
- Linen, canvas and other natural materials.
- Neutral and white tones.
- Solid colors with some texture.
- Avoid leather or jeans.
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Danica Heirloom Models
Makeup & Hair
- Light, soft and everyday
- No strong colors or bold lips or nails
- Avoid or hide tattoos.
- Hair in loose, simple styles
and cuts
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Danica Heirloom Models
Posing
- Natural, un-posed
- Off to the side, obscured or partly cropped out
- No direct camera eye-contact – look at product, away or beyond
What Not To Do
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Danica Heirloom Don'tsBusy & Scattered scenes
Avoid scattered and 'spilled' props, keep layouts neat and sparse.
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Danica Heirloom Don'tsBouquets & Flowers
Stay away from colorful bouquets, and leafy plants, favoring dried flowers, succulents and cacti.
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Danica Heirloom Don'tsTattoos
Cover tattoos up or avoid putting them in the spotlight. Use natural material clothing instead.
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Danica Heirloom Don'tsJuvenile
Avoid super colorful or humorous themes. Don't prop with candy.
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Danica Heirloom Don'tsRedundant Images
Don’t shoot a lifestyle image just to add another image to the product page, ensure it serves a purpose and features a different selling point than existing images.
