Whilst gathering and analysing customer feedback MontBlanc identifies some pain points In the customer journey when it came to details of product sizing. How could they better showcase a luxury product to give it scale?

Continuing their creative collaboration with agency Trend and Culture, The Gaabs set about solving the customer need while staying true to the MontBlanc luxury brand offering.

Traditionally e-commerce shoots work with a set framework of PDP (product display pages) requiring a formulaic number of still life images to display product details.

Working with their already established design philosophy that “closing the gap means moving the needle” the decision was made to create something called “The 5th picture”

A new image concept needed to be defined.

A simple system of a neutral styling palette was established combined with rigid posing that roots the brand in its status as purveyor of luxury accessories.

The product gains dimensions and scale but remains the central focus establishing the “5th picture” as an integral part of the PDP page structure and giving the customer clear context and most importantly scale to the product.