Casting
​Used consistently, characters are an emotionally provoking brand cue, helping bring distinctiveness, deliver the story of our products, and ensuring strong brand recall.
Characters - Our visual differentiator
Styling, pose, and expression convey a 'Passionate, Forward-thinking, and Assured' persona with a touch of playfulness.
Diversity and inclusivity
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To ensure our characters are representative of our target market, we look for strong diversity in ability, age, gender, race, and size.
While our main age bracket is 30-55, our characters can certainly be older or younger.
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They should bring attitude but still with a sense of joy and playfulness. We do not only want typical or mainstream beauty, but for them to have a sense of individuality while also being both healthy and approachable.​
Styling, Pose, Expression
Styling
Our characters have a strong sense of individual yet approachable style. Their clothes are relaxed, premium, and stylish with a strong sense of personal style, twist, and attitude.
They showcase sustainable fabrics and vintage garments relevant to our target audience.
Their style is effortlessly progressive, and the colours are sophisticated, bold, and vibrant. Always precise and texturally rich in material selection.
Pose
Our characters are proud of their product choices and assertive in their use.
They are assured and have a relaxed confidence in their body language and engagement with the camera.
They should be plausible and playful, not overly staged or arrogant.
Expression
Our characters show authentic expressions; looking to the camera or captured in a moment in time.
Expressions should appearoptimistic, friendly, and with integrity. They should be assured with a twinkle in their eye,
never arrogant. They look confident and strong but with a warm attitude.
Interaction
Our characters should connect and draw the viewer into the image to engage and focus on moments of the story.
Impact is lost when the viewer remains an observer.
OK
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The hero character interacts with the camera with an assured expression, while the second character reflects their passion and enthusiasm for what they are cooking.
OK
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Always shoot at angles that draw the viewer in and allows
them to feel part of the scene.
Not OK
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Although the characters are looking at the camera, the
image feels staged, overly posed, and setup.
Not OK
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Too passive, the characters are active but not interacting
with each other, the viewer, or the camera.
Casting examples
