Non-UPF Verified
CPG Food Photography Case Study
Suzanne Clements is a commercial food photographer and director represented by Erica Chadwick at Etc. Creative, Inc. She was hired by Non-UPF Verified to produce a branded library of images to help promote this new non-ultra-processed consumer packaged goods designation.
NON-ULTRA PROCESSED
Production Strategy
This was a very special challenge, in that our client isn’t a CPG brand, but a healthy food certification. We needed to represent a wide variety of packaged goods that consumers might find on shelves when looking for ingredients, seasonings, sauces, snacks, prepared meals, and convenience items that could meet the certification.
The twist? We couldn’t show any recognizable brands. The “BRAND” in this instance is our color palette.
If you’ve read any of my other project overviews, you know I love a good challenge, and THIS is a doozie! I set out creating sketches to give us a starting point. The client wanted these scenes to feel grounded in reality, but firmly rooted in their branding colors. We wanted to show real moments where these foods would shine brightest, and so we settled on a travel theme, a packed lunch moment, an enviable pantry, a shopping basket, and finally an array of microwave meals.
A BRANDING SHOOT
without A BRAND?
THE SOLVE
My creative team dove in, shopping for simple brands with minimal artwork that could be turned away from camera or more easily retouched. We even created some packaging of our own, wrapping cereal boxes and custom-printing chip bags to fill in where we wanted something bold and visible.
It was a really fun puzzle to solve and having the right team makes all the difference.
THE SHOT LIST SKETCHES
THE HERO DELIVERABLES
In total we had five sets, and curated five hero shots. Once the hero shots were dialed in and done, I moved around the sets and grabbed an additional 10+ images of each set to give my client alts they could select from for a final, edited library of 15 total images.
RECOGNITION
The best commercial photography doesn’t happen by magic, though it may seem like it, it takes the careful work and creativity of masterminds in their fields.