Photo Styling Guide: Danica Jubilee

Danica Jubilee Photo Styling Guide

With a new brand roadmap developed for Danica Jubilee, we will be working to elevate the look of the brand to highlight the quality of the products and the craftsmanship behind them. The tone is still fun, bold, bright and playful, but with a sophisticated flavour.

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Photo Styling
Look & Feel
- Fun
- Joyful
- Bright
- Colorful
- Quirky
Photo Styling
Backdrops
- Colorful painted backgrounds
- Light wood
- Peg boards and shelving
Photo Styling
Layouts
- Geometric layouts work well
- Random layouts should have movement
- Use risers to add depth and interest
- Slanted horizon lines and corners are fun
- Avoid hard shadows with high contrast
- Make sure the props don't overpower the product
- Towels should be hung or draped
- Feature function and quality details
Photo Styling
Props
- Cookies, candy, fruit, snack food
- Toys, decor, plants
- All placed intentionally
- Literal Props: give context to how the product is used
- Figurative Props: more abstract, such as shapes that correspond to the product or items that pick up on design elements
- Avoid shiny, low-budget dollar store type items

Photo Styling
Styling Effects
- Everything has its own space, shadows shouldn’t touch other objects.
- Place props intentionally
- Random layouts should have movement
- Slanted horizon lines and corners are fun
- Use riser to add depth and fun
- Water effects and cut-out shaped props are effective
Photo Styling
Themes & Stories
- Literal props show off the function of products well.
- Figurative props convey the light and fun tone of the brand
- Get crafty with props
Photo Styling
Scaling
- Go in close on smaller items, and include props that give a sense of scale
- Show product sets in use together with appropriate props for scale reference
Photo Styling
Settings
- Give your shot a sense of place and environment: in a home or a store
- Compositional breathing room let the product shine
- Geometric layouts work well

Danica Jubilee Models
Look & Feel
- Quirky
- Fun
- Colorful
Danica Jubilee Models
Wardrobe
- Bold, coordinated solid colors
- Monochromatic outfits
- Dresses, sweaters, simple pants
- Fun accents and accessories
- Avoid denim & leather
Danica Jubilee Models
Makeup & Hair
- Polished makeup
- Bold but color coordinated nails.
- Hair is neat, polished, every strand in its place
Danica Jubilee Models
Posing
- Staged
- Simple
- Angled
- Neat

What Not To Do

Jubilee Don'ts
Dramatic Lighting
Danica Jubilee is shot with studio lighting. Work with the photographer to determine how to set your shot up in the photo studio.
Jubilee Don'ts
Dark or Neutral Backdrops
Stay away from neutral, everyday or dark and weathered backdrops. Opt for colourful, painted backdrops instead.
Jubilee Don'ts
Scattered props
Avoid scattered or 'spilled' props. Place them with a sense of movement or geometry instead.
Jubilee Don'ts
Loose, relaxed layouts
Make layouts geometric, organized and intentional. Avoid 'in the moment' type scenes.

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seasonal brand story

Bring back the fun!

Colour splash, pattern play and a retro nod: A collection that brings joy to the everyday with a focus on bold, graphic illustration and a bright colour palette with a solid nod to retro appeal, fun food and an occasional camp sensibility. The assortment offers giftable, easy
to merchandise product and themes, with distinct seasonal opportunities.

S25 Story: Games Night

Games Night

Playful fun gatherings with a retro feel is trending onwards and upwards. Ties into key new collections.

S25 Story: Maximalism

Maximalist Home & Merchandising

Curated colour and pattern play, with a sense of place and environment. Celebrate organic shapes and tactile qualities.

S25 Story: Picnic Productions

Indoor + Outdoor Picnic Productions

Elaborate picnics on the floor in the living room.Make a moment with eclectic pattern play.

S25 Story: Cocktail Party

Cocktail Party

The evolution of bar cart, martinis and cocktails and mocktails in general. The art of having a party.

S25 story: Food Play

Play with your food

Celebrating playfulness and joy with retro food is part of this season's charm. Use food as art and play.

S25 Story: Listening Party

Listening Party

Playing into our retro theme and the current interest into vinyl, cassettes and CDs. Retro playful throwback.

key words for the season

Retro · Comfort · Bold · Bright · Cozy · Celebrate · Gather · Explore · Adventure · Maximalism · Play · Joy · Fun · Cats & Dogs · Escapism · Tactile · Soft · Safe · Yummy!

danica jubilee spring · summer 2025

More storytelling

Joyful spontaneous gifting
Let them eat cake
Themed kid parties
Retro food 80s & 90s
Write a 90s note to a friend
Joyful gardening
Lucky cowboy gold
Cuddle a cat
Take your dog to the park
Craft it up!
Cheeky Cleaning

spotlight categories & collections

Funny Retro Food · Pride · Crochet & Felt · Pocket Totes· Danica Jubilee Kids

Put the most energy and intention into these key categories. These are products we have great faith in being successful. Give them space, real estate, inventory and investment dollars. Highlight in catalogues. marketing, display and photography.

other things to focus on

Function, craft, seasonality

Season events: easter, father’s day, mother’s day, pride, back to school, Valentine’s day , St Patrick’s day
Functionality and function needs to play a greater role, we don’t want customers to forget that these are highly functional products
Gift-ready packaging
Craft and craftsmanship, creativity. Feature the quality of these products, particularly felt and crochet. Show handmade imagery of crochet. Let the sustainable and the handmade shine through the playful and fun.