PROJECT
Slate Milk Refreshed
OVERVIEW
The power of imagery. With a simple concept and attention to detail, we were able to effectively 2x Slate Milk’s e-comm sales with seven high-quality photographs.
ROLE
Creative Direction
Product Photography
Retouching
Indulging creative for a childhood treat.
Founder, Manny Lubin, made the leap to bring a healthy milk alternative to chocolate lovers by creating Slate Milk. A healthy chocolate milk in a can. The brand would offer three different flavors: espresso, dark chocolate, and milk chocolate. Distributing to both stores and their own D2C e-commerce channel.
With a great product and package, imagery had potential to be a great next piece for Slate’s brand.
THESIS
With food & beverage online, presentation is key. We buy with our eyes and visual design is essential.
GOAL
Creating imagery that you could almost taste to help increase conversions.
The concept was simple. Being such a popular treat, using chocolate was a great opportunity to indulge the viewers’ taste buds.
I decided to use that to our advantage by nestling the milk cans on top of the three representations of flavor. Milk chocolate, dark chocolate, and espresso.
We did a flat lay each individually as well as a group photo. What truly gave the product life was the droplets, which gave off the impression of an ice cold chocolate milk.
RESULTS
72%
increase in ad clicks
65%
increase in product page conversions
2x
increase for Slate’s Instagram following
After strategic planning, our goals came to light. The results of our images were immensely positive. The paid Instagram posts saw a 72% increase in ad clicks compared to the images prior. Which indirectly also contributed to a 2x increase for their Instagram following.
While guiding customers to the product page is half of the battle, the ‘Place Order’ button is the bottom line. The images exactly did that. Slate milk saw a 65% increase in product page conversions.