seven boards, one set
In the studio it is a contact sheet.
On Amazon it is one frame at a time, met in a fixed order. Everything after the first exists because the first one only bought the click.
In the studio it is a contact sheet.
7 frames, in the order a buyer meets them — walked slot by slot below.
Slot 1 of 7
Two bars, the carton, and the charcoal
Main image
A black bar on a white background is a hard main image: it has almost no internal detail, so the silhouette and the carton behind it do the work, and the loose charcoal and leaves beside it say what is in it before a word is read.
How we build these →Slot 2 of 7
Who it is for, in one picture
Lifestyle
A boxer mid-punch with four icons stacked at the left edge. This is a soap competing with every other soap, so the second slot does not describe the product at all. It picks a buyer, and everything after it argues to that person.
How we build these →Slot 3 of 7
The formula, suspended
Infographic
Clay, oils, charcoal and rosemary thrown around the bar against dark blue. Ingredient frames usually end up as a list beside a photograph; composing the ingredients in the air around the product makes the same information read as a product shot.
How we build these →Slot 4 of 7
Eight oils, numbered
Infographic
The bar silhouette cut into eight cells, each holding its own botanical, keyed to a numbered list underneath. Eight separate callouts around a product would have had nowhere to land; putting them inside the shape solves the layout and the hierarchy at once.
How we build these →Slot 5 of 7
Against a plain white bar
Comparison
Four lines down each side: natural soap and a rich formula on the left, synthetic and minimal on the right. The rival is an unbranded white bar, which is the only version of this frame that is fair as well as effective.
How we build these →Slot 6 of 7
What comes off in the shower
Infographic
A slab of grime splitting away from the bar, with three short lines beneath on grime, dirt and odour. The claim is a result, so the frame animates the result rather than listing it.
How we build these →Slot 7 of 7
The paragraph slot
Lifestyle
Battle ropes in a gym, the bar on a wooden dish, and the longest piece of copy in the set. Every other frame is a headline and three words; this one is deliberately the place where a buyer who has read that far gets the full argument.
How we build these →
