Balancing aesthetics & functionality in product photography

The brief

This project marked a significant turning point in Nutriburst’s online presence, setting the stage for the brand to stand out in the competitive beauty, sport, and wellness markets.  

The brand, which had previously relied heavily on 3D renders, recognised the need for authentic, high-quality photography to better communicate their essence. The goal was clear: create a cohesive set of assets for e-commerce, social media, in-store displays, PR, and retailer ads that would showcase the beauty and appeal of their packaging while positioning the brand as a credible and enjoyable way to take supplements. 

Targeting a fun and health-conscious audience of beauty, sport, and wellness enthusiasts aged 20s to early 30s, Nutriburst wanted to connect with people who value both the aesthetics and functionality of the products they incorporate into their daily routines. 

The challenges

This was Nutriburst’s first large-scale photography shoot, marking a pivotal moment in defining the brand’s visual identity.

Let’s take a look at some of the key challenges we faced along the way.

When the brand first approached us, they were clear on one thing: the new assets had to align with their existing rendered visuals. This required striking a delicate balance between creativity and practicality—ensuring the assets felt fresh and aspirational, while still staying true to their well-established and beloved aesthetic. 

On top of that, the volume of assets added another level of complexity. With so many iterations, environments, and crops to consider, it became a juggling act to ensure everything stayed on-brand, within budget, and delivered on time. 

Representing the product dosage accurately proved to be essential to the creative development too. Styling had to be spot on to ensure the correct number of gummies appeared in each shot, while also keeping the compositions visually dynamic and appealing. 

Finally, we had to keep a fun, approachable tone, avoiding any visuals that could come across as polarising or too provocative. Early concepts, such as a “gummy-in-mouth” shot, were quickly ruled out as they didn’t align with the client’s desired brand image. 

So, how did we make it all come together? Keep reading to find out. 

Our approach

To tackle these challenges, we took a methodical and collaborative approach. 

First, we created super detailed mood boards for each product and shot type, making sure we had a clear vision ahead of the shoot. We considered where the content would appear, potential text placement, angles, crops, and more. Throughout the process, we worked closely with the client, ensuring they were involved every step of the way. Together, we selected four diverse, relatable models, giving the client a range of options and helping extend the content’s lifespan. 

During production, we maximised efficiency by running two rigs simultaneously. Over the course of three days, we captured product, lifestyle, and model shots without a hitch.

We carefully integrated elements that connected to the branding and flavour profiles. Vibrant backgrounds and plinths paired with fresh fruit added depth and reinforced the product’s identity. Plinths were especially useful for small berries, allowing us to showcase them without cluttering the shots with extra props like plates or dishes. 

For the lifestyle shots, we combined a physical bedroom set with a virtual production bathroom scene. This innovative solution helped cut costs and production time while keeping the visual identity consistent. Both scenes were styled with clean, crisp aesthetics, and subtle colour accents that tied back to the products. 

Finally, we grouped similar setups across the product range, streamlining the process for future projects. Want to learn more about forward-planning? Check out our Production Strategy guide.