These are some POSM work I did for Naturel.
1. Naturel: Your Canvas, Italy’s Flavours
Cooking is an art, and with Naturel’s authentic Italian ingredients, every dish becomes a masterpiece. Today’s consumers don’t just cook; they create. They seek pride and satisfaction in crafting meals infused with true Italian flavours. To meet this desire, I developed a campaign concept that transforms the act of cooking into a creative process—positioning Naturel products as the essential tools for culinary expression.
Leveraging generative AI, I brought this vision to life with a striking visual metaphor: a painter’s palette, reimagined with vibrant ingredients like fresh tomatoes, basil, spinach, onions, pasta, and rich tomato sauce. The marble palette, paired with a golden spoon, becomes a canvas of possibility, symbolising how Naturel empowers consumers to blend Italy’s finest flavours into their creations. Generative AI allowed for seamless execution, crafting visuals that are precise, polished, and captivating.
The tagline, “Your Canvas, Italy’s Flavours,” reinforces the aspirational and creative narrative, inviting consumers to view their kitchens as studios where artistry and authentic Italian tastes come together. Clean, minimalistic design ensures the focus remains on the ingredients, while the visual storytelling conveys the joy of transforming everyday cooking into a personal expression of creativity.
This campaign is not just about showcasing Naturel products; it’s about inspiring home cooks to take pride in their creations, turning every meal into an opportunity to bring Italy’s vibrant flavours to life. By using AI-driven tools, I ensured the visuals were both innovative and impactful, seamlessly blending culinary passion with cutting-edge creativity. With Naturel, every plate becomes a canvas, and every meal, a masterpiece.
2.) Naturel: Explore Italy’s Authentic Flavours
The promise of authentic Italian taste is everywhere, but few products truly deliver the rich culinary heritage of Italy. Consumers searching for the genuine essence of Italian flavours often find themselves disappointed by substitutes that fall short. With Naturel, that search ends.
This campaign transforms the act of cooking into an exciting journey through Italy’s iconic landscapes, using the visual language of travel to capture the thrill of exploration. Each visual showcases intricately crafted Italian scenes brought to life with Naturel’s fresh ingredients like tomatoes, pasta, and basil. Miniature figures journey through these culinary landscapes, navigating pasta bridges, climbing spirals of fusilli, and paddling through rivers of sauce. These playful and immersive visuals invite consumers to explore the richness of Italy’s culinary heritage, promising a truly authentic experience that only Naturel can offer.
The tagline, “Explore Italy’s Authentic Flavours with Naturel,” positions the brand as more than just a product—it becomes a passport to the heart of Italy. The subheadline reinforces Naturel’s unique selling proposition, emphasizing its single-source origin and authentic recipes. The campaign highlights Naturel’s ability to bring the vibrant and rich tastes of Italy directly to your kitchen, inspiring consumers to create dishes they can be proud of.
Through a combination of imaginative visuals and storytelling, this campaign bridges the gap between aspiration and authenticity, ensuring Naturel stands out as the go-to choice for those seeking a genuine Italian culinary experience. With Naturel, every meal becomes an adventure through Italy’s finest flavours.
Credits:
Creative Director + Art + Copy: Jaz Loh
Creative Director + Art + Copy: Jaz Loh
Client: Lam Soon Group Pte. Ltd
