RÓA Midnight
"Creating a world where everyone can indulge freely"
RÓA Midnight is a bakery that offers treats not only taste good, but do good. Using allergen-free ingredients and ethical processes, the team at RÓA Midnight are making indulgence accessible to everyone.
My role was to work with the team and produce various collaterals for the brand through graphic design, photography and videography.
Packaging Design
RÓA Daily
Packaging
RÓA Daily is a product extension of RÓA Midnight that seeks to bring ethical indulgence to the every day consumer.
I worked with the team to develop packaging for their new cookies - conveying both the allergen-free and ethical attributes of the brand while also instilling a sense of fun and approachability.
Eye-catching colours and simple graphics were used to encapsulate the lightheartedness and casual nature of this new extension.
early drafts & conceptualisation
Print ad for SCOOT In-Flight food menu
Raffles Hotel
Collaboration
In this collaboration, Raffles Hotel and RÓA Midnight came together to bring their customers delectable, guilt-free cookies.
I worked with the RÓA Midnight and Raffles Hotel team to
develop a tin design for 2 flavours: Yuzu and Pandan Kaya with Gula Melaka.
These designs incorporated the elegance of RÓA Midnight
with a clean and minimal layout, and the colonial charm of
Raffles Hotel using the botanical motifs of the featured ingredients.
final mockup
These designs incorporated the elegance of RÓA Midnight
with a clean and minimal layout, and the colonial charm of
Raffles Hotel using the botanical motifs of the featured ingredients.
early drafts & conceptualisation
Photography
Chinese New
Year 2024
I photographed and styled this Chinese New Year collection, under the direction of the RÓA team. This collection
features individual products and sets, and the images were used for a corporate catalogue and as social media assets.
The photos were shot with natural lighting, achieving soft shadows and bright, clean visuals to achieve the "clean label" elegance that RÓA Midnight portrays.
Christmas
2023
Similar to the Chinese New Year campaign, this Christmas shoot was photographed, styled and edited by me, under the direction of the RÓA team.
This shoot aimed to capture the minimal, nordic style direction, in relation to the Icelandic inspiration borrowed by the brand. The shoot was done with natural, soft lighting, with props to mimic a home Christmas party setting.
I also followed the direction of the team to design some festive sticker strips for their tins! Much more sustainable than creating brand new packaging options for a seasonal product.
Closing Thoughts
it was lovely working with the RÓA team, and seeing passion for a social cause translate into a business.
this opportunity also helped me sharpen my photography skills more and found a style that i like, designed packaging that i also like and learnt more about (properly) preparing print files (!!)
this was the period i also began to really see the fruits from all the past years of working in the industry, a little bit of a look-how-far-we've-come moment :o)