Brief.

Happy Jo’s are a newly launched keo ice cream brand based in North West London.

Created by the founder after discovering the benefits of a keto lifestyle, they saw a gap in the market for low-carb ice creams that were not just healthy but delicious. Developed and now produced in their commercial kitchen, they created four core flavours based on classics; vanilla, strawberry, mint choc chip, and coffee chip (my favourite).

Wanting to launch their brand locally in London, and with a focus on D2C, they reached out to me with a rough food photography brief - with the usage being for social media and their e-commerce website.

Approach.

We kicked the project off with a quick call, so that I could learn more about them, their brand and their general food photography brief.

I suggested we do a 1-day session to capture their 4 products in 4 core photography scenes and a range shot. Each of the 4 x products would have a packshot with ice-cream balls and key ingredient flavour cues and a fully dressed scene with a recipe pairing showing the product packaging, and the contents in use, shot wide, and as more graphic close-up food photographs. Additional food photography scenes with no product would also be captured.

Recipes were selected, and sets were built and custom-painted backgrounds were produced using using colour theory based on each products colours. Props hired in from the prop house and purchased to fit the aesthetic of the brand.

Shot over a one-day session - I solo shot, food styled and art directed the 4 x food photography scenes - showing the product as a companion to the recipes.

The clients were delighted with their edited food photography, and it’s great to see them go live with their brand!