Fast Food Photography for a Fast-Casual Asian Restaurant Chain

I was commissioned to produce branding and menu food photography for Titan’s Pho, a fast-casual restaurant chain, planning to franchise its restaurant concept. The client sought a cohesive look and style for their five different menu lines, evoking the essence of on-white fast food photography. The place serves a mixture of Asian cuisines with Vietnamese, Thai, and Chinese influences 🍜 🍛 🍚 🍝 🍲 🥗.

The scope of the project included creating the brand’s visual identity for their entire food photography and menu presentation at the point of sale. It involved developing a new visual style for all dishes, producing on-white food photography, and providing meticulous and very technical food styling for all images. This included capturing individual dishes for four menu types and group dish shots for website banners, usable across various sales and marketing materials, both in print and digital formats.

I worked closely with the client to create the visual identity for each type of dish, which also involved identifying the right serving props that would work with each dish style and the restaurant’s ambiance. Each dish had to be deconstructed for immediate visual ingredient recognition and appetite appeal at the point of sale. Commercial food photography must be highly intentional to influence how consumers perceive the food. Therefore, I recommended specific creative techniques, angles, and points of view to direct the consumer’s focus exclusively on the food in each photograph.

The images have been used to create digital menu displays at the POS, online ordering menus, the brand’s website, ad banners, billboards, promo brochures, print menus, coupons, and many other print sales and marketing materials. The restaurant is expanding its locations, hence the need for solid and professional branding food photography.

I absolutely ❤️ using my restaurant marketing and commercial food photography knowledge and experience to build restaurant branding + visual identity from the ground up. This kind of projects are to me the most rewarding and exciting on multiple levels: creatively and professionally! It’s always a thrill to see my truly “original” work on display too, especially at the point of sale 💸

Now we are moving to creating the personalized brand’s story and other lifestyle narratives around its offerings.

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