What Does Your Vision Look Like?

We're often enlisted to help our clients develop a photographic look and feel for their brands and products. Whether a new specialty product, a chef, or an old school family winery — there's always a discussion about how the product should look. 

This shouldn't be, and rarely is, an easy thing to articulate. Some clients think they want something, until they see it. Some people walk in empty handed, with a product, but no ideas. Some see everything on white; others wouldn't stand for anything but the full rainbow. Still others seem to have an uncanny sense of the right lighting, props and styling. 

It's always a process, it always takes time, but we like to think it always comes out right.


Here are some of our favorites . . .


Orwashers Bakery

We've worked with Keith Cohen since he took over Orwashers Bakery on Manhattan's Upper East Side. Keith had a vision for the bakery, but his first move was to clean up an ancient facility with a dated line of breads. The  journey of reimagining a hundred year old bakery needed to respect the brand's provenance, yet also blend with a new vision from a baker motivated to produce beautiful, delicious, and very honest breads. 

We settled on a a look with two elements - a overall feel of earthen-ness and authenticity, and a dominant white background for the product shots. 

Visit Orwasher's Bakery the next time you're in New York City, or click here to visit them on the web.

 The classic Orwasher's look. Crumbs abound, as the bread looks crisp and tasty. White background leaves room for copy. While the Nutella is important here, we don't want another brand competing.

The classic Orwasher's look. Crumbs abound, as the bread looks crisp and tasty. White background leaves room for copy. While the Nutella is important here, we don't want another brand competing.

 An image created originally as an in-store piece finds a new life as the cover to Keith's book.

An image created originally as an in-store piece finds a new life as the cover to Keith's book.

Scoop It, Chop It, Cook It

If you really want to get into someone's head, shoot a cookbook with them. Some authors have a gift of packaging ideas. Some authors have a massive recipe archive. Some authors can just plain cook. Regardless of motivation or insight, a cookbook takes a long time to produce. So, more than anything, you need everyone on the same page with regards to the look and feel of the photography.

In Tara Brennan's case, it was a belief that the products she was representing and selling to specialty stores around the country were too difficult to understand. So she set out on a journey to simplify.

Tara wanted her book to have the right feeling - one of accessibility, of hands on cooking, of family. She wanted to demystify ingredients that seemed complex, but instead were simply misunderstood.

For her images, we worked alongside Tara in two different homes — one group of sessions in West Hampton Beach, surrounded by great light and salt air. For the second sessions, we traveled to Los Angeles, where Tara had relocated for her work. 

After over 100 retail events and a dedicated following, it's fair to say that we gave Tara the right visuals to  bring her vision to life.

 We wanted to show the process behind a recipe - thus the step by steps. The idea of keeping the hands in the picture gives the images a human element.

We wanted to show the process behind a recipe - thus the step by steps. The idea of keeping the hands in the picture gives the images a human element.

My Goods Market

Convenience store chain looking to rebrand itself by switching classic offerings with healthier options. Seeking a 'homey' feel for the brand.

 We needed two types of images for this layout - the hero image which says "home" and the product images that are floating on a transparent background. Emotional and Rational in the same spread, which is right on in our book.

We needed two types of images for this layout - the hero image which says "home" and the product images that are floating on a transparent background. Emotional and Rational in the same spread, which is right on in our book.

Felbro Foods

Multi-generational ingredient manufacturer in Los Angeles. Traditionally a 'behind the scenes' supplier, who, for the first time, decided to step out into the light. The challenge - create a look that preserved the history while presenting the products in their correct context.

 Felbro supplies syrup to diners across the country. We felt like this shot got the message across.

Felbro supplies syrup to diners across the country. We felt like this shot got the message across.

 The team at Felbro's food lab takes a scientific approach to flavor development. We wanted to capture this authenticity.

The team at Felbro's food lab takes a scientific approach to flavor development. We wanted to capture this authenticity.

 Felbro soup bases are an institutional 'go-to.' We wanted to bring a 'commercial kitchen' feel to this one. 

Felbro soup bases are an institutional 'go-to.' We wanted to bring a 'commercial kitchen' feel to this one.