Food Shot

The chef recommends

Anuaria Selection Award 2016 – Best Naming
IGDEA Selection Award 2017 – Best Naming

It all started with words — This agency specialising in food photography and products is highly characteristic, exclusive and personal.

They asked us to produce a robust, elegant, chic and memorable brand. We suggested a very clear and direct name (Food Shot), reinforced with a tagline that is just as clear and direct: Still Life Photography.

  • Consulting
  • Naming
  • Brand architecture
  • Visual identity

Food Shot’s photographs are practically paintings, like 16th and 17th century still life. So rather than use overused descriptors like “gastronomy” and “gourmet” we decided to go for something clear and unequivocal: “Still Life”. Since the entire brand had to exude a classical, academic air.

Developing the brand language further, “photography” was preferred to “photo” and “portrait” to “picture”. After all, we had already used “shot” and “food” in the name. The “humble/select” duality of pictorial still life (in which formal elegance is used to portray everyday scenes) is present throughout the brand.

And then came form — Since the name has greater weight than the tagline, the “humble/select” duality was unbalanced. So we made up for it by composing the logo in a very purist and harmonious way. And maintained the effect of the dualities in the typefaces. Therefore the name is presented in exclusive lettering with a humanistic spirit, developed from a Roman typeface. The tagline is a geometric and formal, but very modern, Raleway, which is also used as a regular typeface for corporate texts on the website and stationery.

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