Potts Bakery

PROJECT: ART DIRECTION FOR NEW RANGE
CLIENT: Allied Mills

As part of the development of a new artisan bread brand for Allied Mills, Potts Bakery, we worked with a photographer and stylist to capture images for the brands foodservice catalogue and promotional material for the range. The hero of the photographs had to undoubtedly be the bread - It’s texture, shape, artisan look and usage possibilities, for example catering, sharing occasions and sandwiches.


The styling and final images needed to be simple, light, have a slight industrial feel and portray the range as artisan and rustic, yet keep a modern edge by using pops of colour that came from the ingredients used to showcase the breads. As the brand targets the Food Service market, the photography needed to showcase how the products would look in a catering environment.


PHOTOGRAPHER: George Mourtzakis | STYLIST: Kai Ellmann