Food styling

Our taste photography captures
great-tasting healthy food created
with our products. We always show a conscious way of sourcing ingredients, that are handled with respect and ultimately bring people together to create meaningful moments.

General principles

Things we want to achieve:

Healthy and delicious
Plant based where possible
Must suggest sustainable living
Simple and tasty meals
Shows human interaction
Suggests a relatable moment
Well-sourced quality ingredients
Use natural daylight
Focus on one dish or ingredient
Aspirational yet authentic and nartural

Things to avoid:

Too many meat-based dishes
Over-styled and pretentious e.g. food art
Over-indulgent and wasteful
Clichéd Swedish images
Too many distracting elements or items
Unsustainable grown or unhealthy foods
Disrespect of food
Colours that clash with colour palette
Unnatural looking foods

Food in different stages

You can show food during all stages of preparation. Consider bokeh effect and blurred background which should enhance focus and tastiness of the main subject.

Preparation

People preparing food, individually or together
Can show products used in preparation alone
Can show prepared dishes before being finished
Can show ingredients isolated before cooking

Enjoyed

Individuals or groups that are shown eating or having enjoyed a meal
Also includes the ability to highlight beautiful finished food that has been interacted with (e.g. a small bite taken, or cutlery being used)
Care should be taken not to appear too messy

Close-up benefit

All taste close-ups should communicate a clear product or experience benefit. e.g. crisp meringue, fresh leaves, smooth ice cream
Close-ups should appear textural, not detail oriented
Lighting cues remain the same as the rest of the photography library. Do not alter this style.