• Client: Meat Shop by Eldar Babic
• Task: Create photos and a promotional video for the web shop that can also be used on social media platforms.
• Client’s Brief: Showcase the quality of meat while highlighting the differences between various types of meat cuts through photos. Avoid the traditional approach to photographing smoked meat (based on examples found in competitors’ online presence).
• Background: Meat shop by Eldar Babic specializes in the production and processing of cured meat products with a rich family tradition. The client has already distinguished themselves from the competition with their social media posts and appearances on the Internet. Considering the client’s visual expression analysis and the brief, we decided to take on perhaps the most challenging approach – to create something simple, classic, yet modern and visually appealing.
• Challenges: The photos need to be standardized for use on the web shop, but they also need to be visually attractive to avoid monotony. Although it seems simple, “less is more” is the most difficult approach when it comes to food photography. The challenge can be summed up in one sentence: how to simultaneously create a fusion of product and food photography, which will have the characteristics of both, highlighting the most important features of both genres.
• Approach: We chose a dark bluish gray background, ensuring it would provide a naturally beautiful contrast with the redness of the meat. Also, by analyzing competitors who mainly photographed on a white background, we made the first distinction by choosing the background.
• The lighting setup was designed to emphasize the back light to highlight the texture of the entire piece of meat, while the front light created a fine dark atmosphere while emphasizing the marbling, color, and character of the meat, allowing each piece to stand out. Each piece of meat was photographed in 6-8 variations with final lifestyle photographs featuring discreet but elegant decorations such as a cutting board, stone tray, and a selection of fruits and other accessories that served as support elements to further emphasize the quality of the meat.
