The art direction is used to translate the brand's values and purpose through imagery. Jow's photography expresses the perfect imperfection of food. The photography should be bright and colourful, never undersaturated or oversaturated/fake looking.

The following examples are only references to show the look and feel that the art direction should have. In order for these images to be used in brand advertising material, they must be licensed or recreated.

Food

All food should look bright and natural. We embrace messy tables, so mess welcomed!
To reflect Jow's values, the food should neither look like fast food/takeaway nor overly presented or curated. It should feel attainable.

Humans

All photography should look bright and natural. We embrace messy tables, so mess welcomed!

Lifestyle images should feel authentic,optimistic, and candid, framing a fun food moment. The environment should be natural, not staged or overly styled. The subjects should always be enjoying their food and the food, the focus should be on either making or eating a meal. Hands are a great way to make food look more appealing and engaging. Jow’s brand colors can be used as backgrounds or pops of color in clothing.

Always be diverse and inclusive when casting.