International Waffle Day is the perfect occasion to share a past project where a Consumer Packaged Goods (CPG) brand had an exceptionally challenging label to photograph because of the holographic label on the packaging. Photographing CPG products with holographic labels, forced me to quickly learn how to bend the light where I needed it. Reflective, metallic, and holographic labels are exceptionally challenging to photograph because of the reflections, but holographic in particular has the extra element of color-shifting properties. The holographic label made the packaging and the glittery product more difficult than the in-house marketing team could accurately represent in their product photography, so they shipped me a box of products and I got to work. As a professional food and product photographer with a passion for capturing food-centric images, While I live in Pacific Beach, California, I work with brands who produce packaged food products from all over the United States (and sometimes internationally). Through the magic of mail, brands ship me CPG products to photograph in my studio in San Diego, California.
The art of CPG photography requires an accurate representation of the packaging that brands have invested so much into, ensuring that the integrity of the design is maintained while also clearly displaying the details such as the brand name, product name, weight or volume, and nutrition label.
Why Holographic Labels Are Tricky to Photograph
Holographic labels change colors depending on the angle of light, making consistent branding tricky to maintain. Their high reflectivity and metallic sheen act like mirrors, creating glare which bounces light in unexpected ways. Without careful light control, this can lead to harsh reflections, blown-out highlights, or distracting hotspots.
Photographing at the wrong angle can make the holographic effect disappear entirely, leaving what looks like a plain silver label. Since brands invest in holographic packaging as part of their product’s identity, it deserves to be accurately represented with professional photography. Capturing these details requires a skilled CPG product photographer who can manipulate light to maintain both the holographic effect and key label elements.
The Art of Photographing Holographic Label
I’ll admit that when I first got the brief to photograph a glass bottle of sparkle maple syrup with a holographic label, I was a bit nervous. But I accepted the challenge, and realized that I had the skill to manipulate the light so that the colors remained true while I captured the details needed in each shot.
Holographic labels are designed to catch the eye with their iridescent effects, but they can pose challenges during photography due to their reflective nature. Capturing these labels requires meticulous attention to lighting and angles to ensure the label’s integrity is maintained without unwanted glare or distortion. In my experience with the Vermont-based maple syrup brand, I employed techniques such as diffused lighting and strategic positioning to highlight the label’s unique features while preserving the product’s authenticity. This approach not only showcased the product effectively but also demonstrated the importance of professional expertise in CPG food photography.
Food Photography Shares Culinary Heritage
One thing that I love about food photography is that it often shares a culture. Every culture has its own take on food and with one bite, we can share what that heritage tastes like. On a personal note, my connection to waffles runs deep. My grandmother was born in Belgium, so of course it was Belgian waffles that I used for the maple syrup product photography. These waffles, characterized by their large squares, provide the perfect place for the sparkle syrup to pool and showcase the glittery product. The light, airy texture with its crisp exterior made it easy to devour the food after the photographs were taken. I am not one to gatekeep, so here is the recipe for the very ones featured in the photoshoot for the maple syrup brand:
Belgian Waffle Recipe
Ingredients:
- 2 cups all-purpose flour
- 1 Tablespoon baking powder
- 1/2 teaspoon salt
- 2 cups milk
- ⅓ cup vegetable oil, plus more for brushing on the waffle iron
- 2 eggs, beaten
Instructions:
- In a large bowl, whisk together the flour, baking powder, and salt.
- In a separate bowl, beat the eggs and then add the milk and vegetable oil.
- Pour the wet ingredients into the dry ingredients and stir until combined.
- Preheat your waffle iron and lightly grease it.
- Pour the batter onto the hot waffle iron, close the lid, and cook until golden brown. (note: Each waffle iron takes a different amount of batter and time, so check yours. My current waffle iron takes ½ cup of batter and takes 2-3 minutes until the complete light to come on)
- Serve warm with real maple syrup or strawberries and whipped cream.
The Importance of Professional CPG Food Photography
In the competitive market of consumer packaged goods, high-quality photography plays a key role in capturing consumer attention and making an emotional connection. Professional CPG food photography involves more than just taking pictures—it encompasses understanding the brand’s story, knowing the product’s unique selling points, expanding on the uses for the product to drive additional sales, and predicting the target audience’s preferences. By integrating these elements, photographers can create compelling visuals that not only showcase the product but also resonate with consumers.
Versatility in CPG Food Photography
One of the advantages of specializing in CPG food photography is the ability to work with brands regardless of their geographic location. Products can be shipped directly to my studio, where I utilize a commercial-grade kitchen to prepare the food and have both a newly remodeled light and bright kitchen and an array of backdrops to create diverse and appealing visuals that create relatable images. By preparing food for photoshoots in my kitchen and styling scenes to create images that authentically represent a brand’s identity while bringing products to life, consumers can see how the product fits into their lifestyle and connect with the images.
Are You Ready to Invest in Professional CPG Food Photography?
For brands looking to make a lasting impression, investing in professional food packaged goods photography is a step toward ensuring their products stand out and connect with consumers. Whether it’s capturing the shimmer of a holographic label or a need a freshly made recipe showcasing a product to attract attention to drive sales, I am a creative resource for food-centric brands with a passion for creating storytelling images with CPGs. Reach out and tell me about your product!
Here are some other posts about my CPG work:
Sweet Success: CPG Product Photography Services (holiday content for food brands)
Food-centric Lifestyle Photography (styled shoots give CPG products context)
Stop Motion GIFs (short form and looping videos of your CPG product!)
Beyond Food Photography (with recipe development)
My First Canadian Client (food-centric brands don’t have to be food!)
Easy Peasy Lemon Squeezy (recipe and food photography for a jarred CPG product)
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