THE CHOCOLATIERS SERIES
for Salt & Straw
OUR ROLE
-Art Direction-Visual Campaign Design
-Photography Direction
-Retail Merchandising & Signage
For Salt & Straw's annual Chocolatiers Series, we developed the visual campaign for a February menu inspired by the craft of modern chocolate-making. Each year, the series partners with renowned chocolatiers to reinterpret signature confections as limited-time ice creams.
We led the art direction, designing the campaign's visual world across in-shop posters, menu boards, digital applications, and a stylized photoshoot. The campaign leaned into rich chocolate tones, graphic compositions, and carefully staged sets, building a visual language reminiscent of a classic box of chocolates.
The photography and poster system embraced symmetry, saturated color, and meticulously arranged props, framing each flavor as its own confectionary vignette. Precise and a little indulgent, the way good chocolate should be.
COLLABORATORS
Photography: Jim GoldenFood Styling: Andrea Slonecker