Obsidian Reserve — Premium Honey Brand Concept
Catherine Gomersall
Campaign art direction for a premium DTC food brand (concept)
This is a concept project, entirely AI-generated using ChatGPT. No real product was photographed. It exists to demonstrate what a full campaign art direction workflow looks like for a direct-to-consumer food brand, from packaging to hero imagery to ecommerce assets.
Obsidian Reserve is a fictional premium honey brand. The brief I set myself: develop a complete visual identity and campaign suite for a luxury artisan food product, the kind of work a DTC brand would need for launch.
What the campaign covers
Packaging design — label system, jar formats, gift box concepts
Hero product imagery — styled shots with props, textures, and lighting direction
Lifestyle and editorial scenes — the product in context (kitchen, table, gifting)
Ecommerce assets — clean packshots and product detail views
Campaign compositions — multi-product arrangements for advertising and social
Every image was generated through detailed art direction prompts in ChatGPT: specifying camera angle, lighting setup, colour palette, prop styling, surface textures, and composition. The process mirrors how I'd brief a real shoot, except the studio is the prompt.
The art direction process
I approached this the same way I'd approach a real client campaign: define the brand positioning first (premium, artisan, dark and warm), then build a visual system around it. Colour palette, typography direction, prop language, lighting mood, and surface materials were all established before generating any imagery.
The result is a cohesive campaign suite that holds together across formats, from a single Instagram tile to a full ecommerce listing page.
Why this matters for real brands
This concept demonstrates the full scope of what I deliver for DTC food and beverage brands: campaign art direction, visual identity, and a complete asset suite. For real client work, the workflow combines AI-generated concepts with product photography, giving brands a fast path from brief to launch-ready visuals.
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Posted Jun 24, 2026
## Obsidian Reserve — Premium Honey Brand Concept Obsidian Reserve is a self-initiated branding and commercial photography concept created to explore how AI-assisted workflows can be used to develop premium product campaigns from concept through to final marketing assets. The project combines product photography, food styling, packaging design, art direction, and visual storytelling to create a cohesive luxury brand experience suitable for eCommerce, advertising, and editorial publication. View the full project, creative process, and campaign assets on the dedicated project page below.
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