Client name withheld under NDA.
Food is bought with the eyes, and online that means photos. Shoppers in Singapore compare sauces and snacks on a phone screen, on the brand's own store and on Shopee and Lazada, often next to bigger brands with professional imagery. If a jar looks flat or a snack looks unappetising in a thumbnail, it gets scrolled past, however good it tastes.
This brand made sauces and snacks in small batches and sold them on its own website, on two marketplaces and through a few independent grocers. Its 24 products had two photos each, taken on a phone against a kitchen counter, with inconsistent lighting and no shots of the food in use. The website converted 1.8% of product page visitors, and the brand received about 640 online orders a month across all channels.
We reviewed every listing against marketplace image rules and competitor listings, then planned a shot list for each product: a clean white main image, a close-up of texture, the food in use and a scale shot in hand.
Marketplaces require a clean main image, while shoppers want to see the food itself. Planning both upfront meant every product left the shoot with a complete set. It also helped the brand avoid paying for a second shoot later to fill gaps.
We photographed all 24 products over two days: white-background packshots on day one and styled food shots on day two, using dishes cooked from the brand's own recipes.
Shooting real dishes made with the sauces showed shoppers how to use them, which is often the question that stops someone from trying a new brand. Cooking with the brand's own recipes also produced content the brand could share as recipes on social media.
We colour-corrected and retouched every image for accurate colour, then exported sets sized for the website, Shopee, Lazada and social media.
Accurate colour matters for food, because an image that is too saturated leads to disappointed customers. Correct sizing kept images sharp on every platform. Consistent backgrounds and lighting across all 24 products also made the online store look like one brand rather than a collection of separate listings.
We replaced images across all 24 website and marketplace listings, ordered the photos to answer common questions and added lifestyle images to the homepage and category pages.
The first three images do most of the selling on a phone. Putting texture and serving shots early answered questions before a shopper had to scroll. On marketplaces, a stronger main image also helped listings stand out in search results crowded with competitors.
We tracked conversion and orders by channel for three months and turned the styled shots into social posts, retailer sell sheets and a recipe series.
One shoot kept paying back long after delivery. The same images supported pitches to new grocers as well as online sales. Retail buyers also responded better to the new sell sheets, because the photos showed the products as they would appear on shelf and on the plate.
Three months after delivery, the brand received 830 online orders a month, up from 640. Product page conversion on its own website rose from 1.8% to 2.4%, and marketplace listings were clicked more often in search results. Every product now had eight images, including the food in use, and the styled shots became the base of the brand's social content and retailer pitches. The brand also stopped receiving messages asking what a sauce looked like before buying. Two new independent grocers also agreed to stock the range after seeing the new sell sheets.
Shot list, two-day shoot, retouching and new images live on every listing.
Listing click-through and product page conversion started climbing within weeks.
830 online orders a month and a 2.4% conversion rate on the website.
A packshot tells shoppers what to look for on the shelf. A shot of the sauce on real food tells them why they want it. Both are needed to sell online.
Marketplaces, websites and social media all need different formats. Planning the shot list for every channel upfront meant one shoot covered all of them.
Most shoppers only see the first few images on a phone. Leading with texture and serving shots answered their questions before they scrolled away.
Packshots, styled food and lifestyle photography in Singapore.
Results across SEO, paid media, content, web and more.
How one shoot grew website enquiries 121%.
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