Forchewn — Specialty Instant Coffee Product Photography & Creative Direction
Some products ask to be photographed. Others ask to be felt.
Forchewn reached out with three distinct roasts and a simple brief — make specialty instant coffee look as intentional as the craft behind it. What followed was a full day in the Catskills, a cabin table bathed in autumn light, and a lot of very good coffee.
The visual direction leaned into the tension between the brand's minimal, almost architectural packaging and the warmth of the environment surrounding it — dried wheat stalks, sliced apples, cinnamon sticks, and a mug of black coffee that never got cold fast enough. Natural window light did most of the heavy lifting, with the Catskills afternoon doing what it does best in October: painting everything gold.
Three roasts. Three distinct personalities. One cohesive world.
Gesha-1420 called for restraint — its clean white packaging demanded negative space and precision. Citrus Rica leaned dark and moody, its deep brown tones disappearing into shadow before the light found it. Melon Vision wanted warmth — its olive green and gold palette practically glowed against the wooden surfaces.
The result is a body of work that treats instant coffee not as a compromise, but as a ritual.
Photography & Creative Direction: Justin Von Braun / The Bald Dude Co. thebalddude.co | @thebalddude.dng
