Fred’s – Seasonal and Rustic Venue Imagery
Role: [Visual Language Development · Art Direction]
art Direction
Led the visual storytelling for Fred’s, a refined farm-to-table eatery within the Merivale group. This project focused on capturing the venue’s moody, natural aesthetic, drawing on its commitment to seasonal produce, rustic interiors, and authentic hospitality.
The photographic direction was intentionally atmospheric - balancing soft lighting with raw textures to reflect Fred’s ethos of thoughtful simplicity and elegant earthiness.
Visual Direction
The imagery conveys a sense of quiet abundance - from glowing wood grain and handmade ceramics to heirloom vegetables and seasonal floral styling. Every frame was curated to echo the kitchen’s philosophy: farm-first, flavour-forward, and intimately human.
Photographer : Steven Woodburn
