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  • Writer's pictureAustin C

Catering Menu Design & Photoshoot

Updated: Jan 24

C L I E N T: FRESH By Brookshire's
P R O J E C T: Catering Menu

This project earned one of the top ADDY Awards - Best of Print - from the American Advertising Federation Shreveport-Bossier in 2021. It also earned a Gold ADDY Award.

This project was taking an existing catering and entertaining guide and giving a new look and feel, as well as planning and shooting new photos for it. The previous guide had a bigger focus on the copy paired with each section highlighting one of the food items with a simple glam images.

With this new update, the client wanted to focus more on the food with full images on each page. They also wanted to incorporate more of the food items into each image, which led to many of the photos showcasing tabletops filled with food, as if you are attending a party.

My Role:

I completed this project by collaborating with a food stylist, photographer, art director and client representative. Throughout this months-long project, I helped lead the planning, art direction and execution of a styled photoshoot and creative concept design.

Project Breakdown:

This project starts with creating a concept design for the book. I pull photo examples from my research to plan shots by deciding on angles, lighting, tone, and choosing which foods are appropriate for each shot and each spread of the book.

I then planned and shopped for props: surfaces, backdrops, linens, fabrics, platters, glassware, serveware, etc. I use my photo examples and the purchased props to begin building the scenes to get a better idea of each shot.

Multiple times throughout the process, I would lead a group phone call with the food stylist to discuss each shot and troubleshoot and answer any questions or concerns.

On the scheduled photoshoot days, I collaborated with the food stylist, photographer and art director to setup and execute each shot.

Final Takeaways:

These type of projects are always collaborative, however this project required my leadership and ownership of the creative planning and the majority of the execution.

C O L L A B O R A T O R S:
Angela Yeung, Food Stylist

Jared Navarre, Photographer

Chris James, Senior Art Director


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