We work out of our colleague James Moulson's development kitchen in Brackley and set up our studio on site. Using a wide range of backdrops and surfaces to create imaginative imagery based around seasonal products. We work closely with the designers and often shoot straight into PDF files to ensure images will work appropriately in the space designed. These particular shots are used on packaging in Waitrose stores. The food is presented, styled and photographed very quickly to ensure the food is portrayed in the best possible state, usually at a hot temperature so its critical that we are ready for the dish once its finished. All the styling of the backgrounds is organised prior to the shoot and agreed between all the parties involved. Image for packaging and POS are always shot in the highest quality format to ensure good quality replication once enlarged.
All food photography was shot on the Hasselblad H3D31 mainly using the 120 mm lens but also the 80 mm for the group product ranges. Profoto reflectors and grids alongside a large 6x4 soft-box and used with a mix of daylight for the shoot to still give the natural feel to the food.
"Craig has recently been working on a project for our packaging which is now available in most UK stores including Waitrose, Tesco and Sainsbury's. We sat down with craig and his team to discuss what we wanted and we quickly realised we were in the right place. His team are professional and great fun to work with which always helps as food is not something which can be rushed. The Images were great and exceptional feedback already coming in since we launched."
John Potter, Marketing Director of Epicure Ltd