This booklet launched the flagship product of nutritional supplement company ForMor International. The company was betting big on this product, a liquid rich in nutrients that would be quickly absorbed into the bloodstream for maximum effectiveness. The ingredient list read like a list of superfoods, but most importantly, is utilized the Nobel Prize winning research linking the amino acid l-Arginine to cardiovascular health. Thus the name of the product. 

As a premium product, the booklet had to look upscale: clean and vibrant images sprawling across the pages. The cover featured only two elements: the product and the title. The eye is drawn immediately to the product, glowing amber in sunlight. The lighting and reflections form a bright background, effectively creating a vast field of “white space” around the product.

Photography throughout the book used natural light to illuminate the product, and the reflection on the frosted glass to make a striking image. I employed dark shadows against the brilliant natural lighting to give some images and added sense of drama. 

I had to instill a need for the product in the customers’ mind and establish the science used in its formulation. I created a “ticker tape” of the ingredients across the top of all internal pages to emphasize the value of the product. 

Cardio Cocktail went on to become the highest selling product in the company’s history.

I shot all of the product photography, designed, laid out, and wrote the copy for the booklet.

Twenty years later, this remains one of my favorite projects and some of the my best photography.