Using recipe imagery to sell more products - with Merchant Gourmet
London food photographer for established, plant-based pulses and grains brand Merchant Gourmet.
2 days of recipe development, food styling and food photography at my home studio in London to photograph 6 recipes for use on Merchant Gourmet packaging.
I worked on still images across 6 recipe set ups, each with a 16:9 landscape camera set up and a 9:16 portrait camera set to allow for use on packaging, website and Instagram reels. All food and prop styling was done by me, sourcing a few select things from my prop shed at home and hiring other pieces from Backgrounds Prop Hire in London.
Scroll down to see some of the images.
The 3 brand values at the heart of this shoot were simplicity, vibrancy and taste. The goal was to make plant-based living as easy as possible with simple and innovative recipes, while also bringing vibrancy and colour to a plant-based plate. They wanted to see a celebration of food and flavour, but in an accessible way that compels customers to pick their products off the shelves.
The team wanted to use lighter backgrounds and complimentary colours to allow for the vibrancy and colour in the food to really stand out, and they wanted to create really healthy and delicious looking recipes, packed with big flavour.
Although there were some very clear parameters for this shoot with regards to image formats and style, I actually found there was a lot of creative freedom in the brief to experiment with bold colours and different textured surfaces. This is the power of creating a really clear and concise brief built on a strong set of established brand values and ensured I was able to deliver the results they were after. You can read more about writing the perfect brief here.
It was hard to choose, but I think my favourite set up has to be the black dhal. I love the satisfaction (and challenge!) of making brown foods look delicious, and I also loved the way the glossy texture created those beautiful specular highlights.
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