The following is a case study about a photography project we completed for Yoho Water, a bottled water company that utilizes natural alkaline water from Muskoka, Ontario. Our client wanted to have a set of lifestyle images created to be used for their website, social media and other marketing materials. They wanted the images to reflect their brand identity and values – natural, healthy, safe and refreshing.
Our Client:
Who is Yoho Water?
Yoho Water’s head office is based out of British Columbia with a processing plant in Barrie, Ontario. Their water source is located in Muskoka, Ontario and the body of water is protected by the Canadian Shield, which offers natural purification through multiple rock stratums. Yoho’s signature water is called Yice and their logo incorporates a geometric maple leaf as a nod to it’s origins.
What makes Yoho Water different?
Yoho Water is different from other bottled water companies because they rely solely on nature to provide naturally filtered water that has been purified underground and enhanced with natural minerals. They do not add anything to alter the taste or composition of the water, resulting in a naturally refreshing and clean taste, with a PH level of 8.0+0.5. Once the water is extracted, it is transported to the processing plant via a stainless steel tanker for filtration and disinfection. Yoho’s filtration system does not remove any natural minerals, keeping the water as close to its origin as possible.
Objective:
Why is advertising photography important for Yoho Water?
Advertising photography is important for Yoho Water as it allows the brand to showcase their product and values in a creative way, while also providing visuals that will help them stand out from other bottled water companies. The lifestyle images we created feature people interacting with and enjoying Yice water, demonstrating its connection to nature and the surrounding environment.
Utilizing Yice’s logo to inspire the theme of the photoshoot
The client wanted the photoshoot to occur during the peak of Autumn when the maple leaves had changed to red. Since the company utilizes water from Muskoka where the trees turn vibrant colours of red, yellow and orange during the fall season, the vision made perfect sense. Their logo also mimics this same theme and was going to fit in with the story we were developing as well. Muskoka promotes active outdoor living and it was going to be important to incorporate that into the vision while sticking with the brand’s identity.
The Process:
Brainstorming
Before shooting, we conducted a brainstorming session to ensure that the imagery would capture Yoho Water’s brand identity and values. We worked with the client throughout the process of ideation and development to ensure their vision was accurately represented in our shoot plan. We wanted to achieve an outdoorsy Autumn feel, while not going too far with the theme and ending up at a farmer’s market with pumpkins.
We created storyboards for each location, outlining activities, models and wardrobe. Our photoshoot revolved around hiking at epic water falls, canoeing in a densely treed area, as well as a camping setup complete with fire pit.
Project Management
During the hiring process, our client made it clear to us that they wanted us to take on the vision for the project. The theme was “fall leaves” and everything else was up to us. We spent a few days scouting locations, including a 45 minute steep hike to the base of a beautiful waterfall (which ended up being one of our locations). We also had to keep our eye on the fall leaves to ensure we planned for the exact right time. We needed to wait long enough that they changed to red but not too long before they all fell off the trees. Needless to say, our photoshoot went through a few phases of postponement.
We planned the photoshoot in the Niagara region, as it made the most sense logistically, as well offering a variety of diverse locations we could achieve and the vast amount of maple trees in the area. We worked with a number of local suppliers to execute our jam packed photoshoot. We worked with Niagara Rowing School on the rental and delivery of the canoe, with Harmony Resorts at Jordan Valley Campground for the camping setup, and with the city of St. Catharines for permits. We are so pleased with the relationships we built with these suppliers, the photoshoot relied on them, and they made the process so smooth.
When hiring models for this project, it was imperative that we hired individuals with experience on tough hikes and experience with canoeing. We pride ourselves in operating a safe working environment and strive to ensure all parties are comfortable on set. If at any point someone we are working with is uncomfortable, we will pivot the plans to accommodate. We found individuals that had ample experience in the outdoors that fit the roles perfectly.
Usage
The lifestyle photography images will be used for Yice’s website, social media channels, and advertising campaigns. The imagery was incredibly effective in capturing the brand’s identity and values while separating them from their competitors. It is so important for companies to conduct photoshoots of their own products, as it tells a story of authenticity and connects consumers with the brand.
Conclusion
We hope that this case study has provided you with some insights into our approach to photography and how we work with our clients to achieve their goals. If you have any questions, or if you would like to learn more about our services, please contact us. We would be happy to discuss your specific needs and see how we can help.
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