ABOUT
This is the 3rd year Levain is bringing back “Rocky Road” as summer’s seasonal flavor. With an addition of the cult-favorite “Arnold Palmer”. Which calls for a celebration of course, and we thought only a pool party theme could sufficiently quench the heat.
TEAM
Creative Director: Anora Collier
Designer: Emmy Truong, Dawn Bock
Photographer: Mark Weinberg
Prop Stylist: Veronica Olson
Food Stylist: Maggie Ruggiero
CONCEPT
Every summer activity in every neighborhood should include Levain cookies. Whether in a city or a more rural area, pools are a universal staple of summer fun. It’s a transportive symbol that serves as a refreshing respite from the heat of summer.
Think piles of striped towels, sun-bleached chair cushions and bright sunshine overhead, casting long shadows along a concrete pool edge. Our pool is familiar and comfortable. Not a country country club vibe, but more like your friend’s pool. It’s not childish – it’ll be elevated, but accessible. Ultimately, this setup will be all about the cookie, grounded in a poolside environment and positioned as the perfect summertime treat.
Moodboard
Selected Shots
Selected Shots
When I thought of pool, my mind immediately raced to David Hockney and the colorful 80s (with blue, pink, and yellow as our main colors). The goal is to create a playful and vibrant aesthetic. We wanted to set a scene that is all about fun, but so very chill – just how summer should be.
DESIGN
I was also inspired by the striped and checkered patterns – the classic visual of summer-coded items such as towels, pool tiles, umbrella, to swimsuit. By turning them into frames, hopefully viewers’ mind is transported to a sunny pool day when they come across our visuals.
Concept moodboard
Stanchion sign and A-frame display
A-frames displays at Levain's locations
Limited-edition post card
Summer vinyl for store fronts
Summer vinyl for store fronts