Coyuchi brand photography aims to express life through the lens of its products.
The Issue
Coyuchi faced a challenge in their brand’s art direction, as they aimed to establish a distinct visual voice and stand out from their competitors. It was necessary to reevaluate their existing photography to find a more effective way to capture the texture, drape, and movement of their fibers. The goal was to create a unique visual expression that would evoke warmth, convey the brand’s legacy, and inspire desire among its target audience.
The Solution
To address this problem, a comprehensive approach was taken to reimagine the styling of every product Coyuchi offered, including sheets and towels. The objective was to showcase the drape and texture of the products in a visually appealing manner. The team focused on creating clean stacks that appeared natural and inviting, striking a balance between neatness and playfulness. Through skillful manipulation of lighting, the colors were presented in a way that accentuated their highlights and shadows.
The Result
The success of the new art direction became evident as Coyuchi experienced increased sales even for their long-standing products that had been in their inventory for several seasons. The updated photography played a significant role in rejuvenating customer interest and driving purchase behavior. By effectively capturing the texture, drape, and movement of their fibers, the art direction helped Coyuchi enhance its brand perception and differentiate itself in the market, resulting in new sales.
Team
- Photographer – Kirby Stenger | Matt Sartain
- Digital Tech – Alex Silva | Steph Meyers
- Video Production – Hale Production
- Soft Goods Stylist – Hannah Phal
- Hard Goods Stylist – OMA Creative
- Marketing – Sejal Solanki
- Head of Design – Lindsey Meyer
Areas of Focus
- Branding
- Art Direction
- Ad Marketing