Photography

Ethos

Diner and Restaurant

Our photography ethos is to authentically portray dining moments of togetherness around food. The style is documentary: real people, not models, and capturing a single spontaneous moment: chefs crafting the perfect dish, guests at the table digging in, and servers delivering the next course.

Principles

Fluid and imperfect

Conversation flows organically around food. Place settings get messy. Photography should embrace the grit and idiosyncrasies of eating.

Globally relevant

One of the true universal languages is food. Every ethnicity employs different customs around food preparation and serving. Images should represent the diversity, colors, and textures of global cuisine.

Food is joyful

Eating is fun. Photography should reflect this playfulness and never take itself too seriously.

Moments of togetherness

Food brings us together. Brand photography should focus on the gathering as the primary narrative, food as secondary.

Inviting and human

Chefs open the doors to their “homes” every day, welcoming in total strangers. Imagery should portray a sense of community, and illustrate narratives easily relatable to the average restaurant goer.

Diner Lifestyle

Framing

Compositions should be loose and natural, straying from symmetry, adding to the images approachability.

Lighting

Showcase the restaurant in its best light; literally, and figuratively. If it’s known for brunch, utilize bright/colder morning light whereas an evening menu is highlighted by glowy, warm light. Natural light is always preferred over artificial

Styling

Food shouldn’t be overly stylized or manicured - document as the kitchen serves it, and as it’s eaten. Table scenes (with or without people) should appear lived in, and contain a visible sign of life.

Casting

If using models, avoid using people that don’t accurately portray the typical patrons of the restaurant. Favor street casting over agency.

Restaurant

Content

We highlight our family of products within the context of the restaurant and specifically highlight the operational benefits to the owner, general manager and host.

Style

The tone of our restaurant-facing photography should calm the onlooker, positioning our brand as a solution to the common problems of restaurants.

Do's and Don'ts

Style

Content