I worked primarily as a stylist on this project, lead by the Creative IKEA Hub as an assignment for IKEA Food. The brief required capturing recipes that would showcase EGENTID loose tea and teabag varieties in an inviting, emotive and inspirational way. Each product and recipe made was linked to a season and a rugged destination. And the styling reflected this, being rustic and organic and featuring "human" elements to convey mood and messaging.
To promote the range, a recipe booklet and recipe cards were produced, and the content is used across IKEA websites.

Issues of human wellbeing and environmental sustainability are globally relevant, yet they are often addressed in isolation. Encapsulating “sustainable wellbeing” in a product range, EGENTID (Swedish for “time on my own”) is able to highlight wellbeing benefits of pausing for enjoyment whilst also communicating respect for nature and adherence to sustainable farming practices, incorporating better conditions for farmers*. EGENTID campaign styling needed to articulate the merger of these aspects (respect for nature and human enjoyment), complementing the product information and other content.
*The range is UTZ/UEBT certified and 100% natural flavours are used.

My hands featured in the campaign images, dusted with cocoa, pouring milk, and actually preparing the drinks and food to be photographed. This unfolded instinctively as we collaborated; a totally organic way to introduce a human element to storytelling concepts of time spent enjoying nature/seasons/tea, reinforcing messaging around appreciation of process and the ritual of preparation.

Styling/Food Styling, Recipe Testing

Creative Direction | Martin Nordin
Photography | Oskar Falk
Project Management & Production Lead | Ulrica Kretz