Development of a photo concept to translate brand values into visual language.

The KÖHL brand embodies extensive expertise in ergonomics and seating, making it crucial for the products to take center stage in the visual narrative. One of the newly defined brand values is credibility, characterized by transparency, honesty, and reliability. This transparency is evident in the product photos, where photosets are not concealed, and exemplary applications are not depicted through perfect renderings but are genuinely constructed and demonstrated in use.

To generate a significant output with minimal effort and high flexibility, silicon edge graphic frames and painted walls are utilized, allowing for the quick replacement of textiles or repainting of walls. These walls can be used to create various settings, resulting in an almost infinite diversity in the visual representation. The freedom to choose the framing of the images further enhances variability, enabling a more comprehensive range in visual presentation. In addition to aesthetics, ergonomic expertise is also emphasized, with considerations such as the correct alignment of armrests at the same height as the tabletop, the backrest inclination, and details like the position of the wheels.