Representing Your Brand With Pictures
Updated: Oct 18, 2020
When the time comes to think about the photos you want to represent your product, aside from taking studio images, you might think "how or where do I take this image?" Some ideas may come naturally as you accumulate a shot list. Shooting a bottle of shampoo? Set it in a nice bathroom or shower setting. What about a cutting board? Show it placed on a modern kitchen island. These are all well and good ideas to show your product's use in a real life scene, but in order to stand out from competitors in your market, you have to think deeply in terms of what makes your brand and product unique. Then you can plan each element of your photos to communicate your product's unique benefits to shoppers.
Let's say your shampoo has all natural ingredients with a grapefruit and rosemary scent. Rather than simply placing the shampoo bottle on a nice countertop with the overhead lighting available in the bathroom, you can take your images to the next level and represent your brand's unique voice by using bright and clean lighting in the scene and including props that reference the ingredients of the shampoo (like a grapefruit slice and rosemary sprig leaning against the bottle, or a hint of greenery in the background to communicate the "all natural" benefit of your product).
I recently created a set of stylized brand images for a coffee brand, and the company was thrilled. As I was working on the images, I couldn't wait to share my thought process on how I approached the project, as it's a good example of creating imagery that represents a brand's unique voice and market presence.
As an avid coffee drinker (which isn't uncommon in creative industries) it's easy to express excitement and passion when working with a coffee company. Player One Coffee is an incredibly delicious and trendy brand that caters mostly to a "nerdy" audience (I use quotations since the term "nerd" is used in a lot of instances that are arguably different). I have followed their brand for a while and decided to order some of their product to create an image for their brand as a fun creative project. They loved the initial image I created and asked me to create a whole series of similar images for their social media. I enthusiastically agreed, and the gears of creativity started turning.
There are a total of five flavors from this project, but I'm going to focus on one for the sake of keeping this post short and sweet. The flavor of this bag of delicious, light roast coffee is Leeroy Jenkins. For those who aren't familiar with the origin of that name, it may be difficult to conjure up some ideas for exactly how to display this bag of coffee in the right setting. Yes, you can plop it in front of a coffee maker or pour over kit with some coffee beans spread out around it, but this brand has a unique theme and specific audience, and their images should accurately capture that to represent the business as a coffee brand made for gamers by gamers.
Leeroy Jenkins was a World of Warcraft character (played by Ben Schulz) that became a legend for his bold and reckless play style. Many people remember this name from an old World of Warcraft gameplay clip, in which a team of players is preparing to raid a dungeon. Eventually, Leeroy loses his patience and goes rogue, leading the raid to a rough start. This moment (obviously not popular for the strategic gameplay) is remembered as one of the funniest moments in gaming history.
Knowing all of this information wasn't entirely necessary to plan a good shot for this product, but being familiar with the product's unique references allowed me to create an image that Player One's specific audience will connect with. Rather than creating a standard coffee image on a kitchen counter with coffee beans and a pastry nearby, I made something more specific to the brand by surrounding the bag of coffee in a world of fantasy, heavily inspired by World of Warcraft.
The end result was a unique product image that accurately represents the brand that is truly passionate for all things nerdy. Every brand has something that is unique to them, whether it's a unique audience, the location where your brand is based, your product's ingredients or production method, or maybe your product is something entirely new that creates a market of its own. Focusing on those unique elements through the concept or details of your images is essential in creating effective imagery that will get noticed and help push your brand to the front of the market. That is our goal for each photoshoot, and what makes each shoot so exciting to create! Be sure to consider this as you take photos for your next product, or get in touch with us so we can create something beautiful and unique together!