Product legibility
Menu · ordering · deliveryHigh-angle packshots and grouped frames make fillings, portions and differences between dishes easy to understand before a customer reads the description.
Krumpir&Co
A market-ready photography and motion library that made Zagreb’s stuffed-potato concept immediately clear, appetising and recognisable.
Krumpir&Co was introducing a format many people had not encountered before: whole baked potatoes opened up and layered with cheese, sauces and slow-cooked fillings. Our role was to decide how that product should appear in market-facing content, then produce the photography and video around that direction.
Challenge
The food had to be understood in a glance. Generous portions and layered toppings create appetite in person, but can quickly become visually unclear on a menu, delivery platform or small social format. The content therefore needed to explain the product, preserve its texture and scale, and stay consistent across still and moving formats.
Approach
We built the shoot around three image roles: clean menu packshots for fast product recognition, grouped compositions that communicate range, and colour-led campaign scenes that give each dish a distinct setting without losing the food itself. The same framing, light and crop logic was carried into short-form video so the still and motion library could work together across menus, market communication, social content and an in-store video wall.
Outcome
Krumpir&Co received a flexible visual library rather than a single campaign image. Customers can see what the product is, compare fillings and understand portion and texture before ordering, while the brand has a consistent bank of photography and motion that can be adapted to different channels.
Deliverables
- Visual content direction
- Food photography
- Menu and product photography
- Grouped menu compositions
- Short-form video
- Video-wall content
- Post-production and crop system
Visual content direction(02)
A new food format has to be understood before it can be desired.
We first defined how to show the whole product, its layers and the generosity of each portion. Only then does colour become a tool for recognition and content energy.
Photography and video(03)
One visual language, from menu clarity to moving appetite.
Neutral packshots explain each dish. Saturated colour scenes create recognition and energy. Grouped frames show variety, while motion extends the same decisions into an in-store format without turning the food into decoration.
Selected assets(04)
Selected assets: Krumpir&Co
Project system(05)
A content library designed to work after the shoot.
The production was planned around the real places where images would be used, so a compact set of decisions could create clear product information, campaign energy and motion from one connected visual direction.
Campaign variation
Colour · crop · social formatsControlled colour environments give the content energy and recognisability while keeping the dish, not the set, as the visual priority.
Motion continuity
Short-form video · in-store video wallThe motion set reuses the same products, surfaces and framing logic, creating a coherent extension of the still library rather than a separate visual campaign.
See it in context
