Cookman Chefwear x Nyla House Brand Collaboration

Context

Nyla House partnered with Cookman Chefwear to outfit staff in new uniforms, repositioning the quick service restaurant as a lifestyle brand: The Bougie Deli.

Role

Art direction and photography for the social campaign announcing the new uniforms.

The Work

Cookman Chefwear brings a streetwear sensibility to chefwear, and Nyla House needed photography that matched. The brief called for a mix of shots: solo portraits of the founder to anchor the brand's face and point of view, action shots of staff mid-shift to show the clothes in real use and group shots to capture the team culture behind the rebrand.

I directed all three toward the same visual language: muted, moody tones, a grainy film-like texture with attitude, so the founder portraits, the staff at work and the group moments all felt like they belonged to the same campaign. The goal throughout was to show that these clothes hold up to a real day in the life at Nyla House, on the founder and the team alike.

Result

The final set moves fluidly between the founder as brand figurehead, staff caught mid-task and the team together tied together by consistent styling, pose language and a filmic color grade that reinforces the streetwear DNA at the heart of the rebrand.