Chopt x Zia Hatch Chile Co

Chopt Creative Salad Co. partnered with New Mexico-based brand Zia Hatch Chile Company for the seasonal Winter menu. As part of the launch of the limited-time offerings, I led the creative direction and art direction of the photo shoot and print and digital campaign collateral

Inspired by Southwest landscapes and design, I worked with the team to capture photos of the limited-time offerings in a warm environment, playing off the seasonality of the hatch chile peppers and the “Chile Season” copy. A mesh wireframe was brought in as a decorative element, and a nod to the flame-roasted preparation of the chiles.