Craving authenticity:
Sensory storytelling through product photography.
Our visual strategy for Cosí transcended traditional product photography, crafting a holistic brand narrative. We focused on capturing the genuine warmth of their kitchen, ensuring every image translated the premium, hearth-baked essence of their menu to the consumer’s eye.
In our work revitalizing the visual identity of the national restaurant brand Cosí, the objective was clear: combine undeniable appetite appeal with modern, premium brand positioning. To build a fresh creative standard, we collaborated with food photographers, the Cosí Chef, and the agency’s marketing team.
We moved away from sterile, isolated on white and outlined, hyper-perfected studio shots toward a warm, texture-forward narrative that felt lived-in and real. Our photography incorporated props, food and flavor cues and when possible the glow of the hearth.
Central to this strategy were recurring photoshoots timed to key seasonal windows. These sessions were specifically designed to highlight new, innovative creations from the Cosí culinary team, ensuring that every product launch felt timely and craveable.
A core feature of this visual storytelling was the on-premise, hearth-oven baked flatbread. We positioned this signature item prominently across our assets—whether showcasing the flatbread as a standalone artisanal element or as the perfect accompaniment to their featured salads and sandwiches—reinforcing the brand’s commitment to freshly prepared, high-quality ingredients.
Three pillars of photo art direction.
Narrative prop selection: We curated rustic ceramics, organic linens, and natural wood surfaces to complement seasonal ingredients and establish an authentic, premium environment. These selections referenced both the brand color palette as well as any seasonality that was being woven into the ongoing campaigns.
Dynamic lighting: Real-time, spontaneous lighting adjustments were used to mimic natural sunlight, shadows and highlights for interest, capturing the “freshness”; moist glazes, hot steam, crispy edges, stray crumbs, and fresh textures of the food – all evoke freshly prepared and appetizing offerings.
Omnichannel versatility: Framing shots with flexible, breathable compositions ensured that assets could be dynamically cropped for overhead menu boards, in-store Point-of-Sale signs, window clings, or nationwide digital campaigns without losing their focal weight.
Planning for successful studio time.
Planning and preparation were the keys to every successful campaign photo shoot. We’d receive ‘’build’ sheets of the ingredients and very loose shots from the kitchen. From there, we’d create preliminary quick marker sketches to block in the main elements and typography for the signage campaign. Once in the studio, we’d use these as a basis for framing and composing the shot, leaving room for on-set creativity by the team to bring variation and energy to the images.
