FINE 6 Canned Goods

  • Pou Auaha / Creative Director
    Charlie Murray
  • Ringatoi Matua / Design Director
    Cameron Tidy
  • Kaitautoko / Contributors
    Kieran Browne, Monica Styles
  • Client
    Canned Goods

Some brands are broad, far reaching with a seemingly vast potential audience they need to hit. Others are narrow and focused. This one here is about as pinpoint as it gets.
Canned Goods was born out of a searing passion for hospitality photography - and only that. A lover of real culinary experiences, Melbourne-based artist Monica Styles shoots for the world of restaurants and bars. She represents only a tiny collective of venues at a time, managing their social media feeds from start to finish. The stories she tells through photography and copywriting are as authentic as it gets. Her work carries honest representations of experiences from front to back of house and every cool-room and licked plate in between.

The Canned Goods site needed to translate the no-frills identity into the digital realm, maintaining the everyday honesty of the brand. We made use of the pared back palette and a delicately-strained balance between scale and negative space, jamming the brands goods into each page like ingredients on a busy kitchen shelf. Meanwhile, scrolling titles pass you by like your weekly grocery purchase at the supermarket conveyor belt. Consider this an honest portrayal of a passionate artist - one with a focused offering and a deep, deep love of food and the occasional Negroni.