Packaging photography
A pack has to say two things at once: what it is, and what it holds. Glass jars, tins, cardboard tubes, glossy or matt labels, with or without foil: every pack has different surfaces and materials, and every product inside asks to be shown in its own way. The studio photographs packaging for food companies, wine and spirits brands and design agencies, in Rome and across Italy and Europe.
Pack and product, in the same image
Packaging photography has a lot in common with food and beverage photography. Packs come in every shape and material: matt, reflective, glossy, transparent, with labels finished with foils and embossing or completely plain. And every product inside is different.
The challenge is to show both the product and the pack clearly or, in some cases, to hint at what is inside. When the contents are food, their qualities have to come across, sometimes without even taking them out.
The producer's message
Every pack is designed to say something to the person choosing it on the shelf. The photograph's job is to bring out the message the producer wants to convey to the buyer: the quality of the ingredients, the place of origin, indulgence, elegance.
This is where a photographer can be more than someone who carries out other people's ideas: finding the gesture, the composition or the light that turns a jar into something you want is creative work, not just technical work.
From white background to styled set
Packaging photography covers a very wide range of images, each with its own difficulties.
Simple, not easy
No props, only the pack: which is why every surface has to be lit flawlessly.
Showing what's inside
Pours, gestures and ingredients that tell what is in the pack and why it's worth choosing.
Building a mood
Props, surfaces and light to complete a story: a breakfast, a fine-dining dinner, Christmas.
Technical rigour in lighting goes hand in hand with precision in arranging every element. On set, objects are added one at a time, and only when they carry weight in the story being told: nothing superfluous, nothing left to chance.
For design agencies
A label designed at award level deserves a photograph that does justice to every detail: papers, embossing, foils and the interplay with the glass. The studio works with packaging and branding agencies to photograph finished projects for award entries, portfolios and client presentations, as well as on their clients' campaigns.
Who it's for, and what for
Food companies, artisan producers, gourmet brands, wine and spirits producers and communication agencies: for e-commerce, catalogues, product launches, label redesigns, advertising campaigns and social media.
See the case studies Pomodoro Galletto and Saitè, or the pages on food and pastry photography and wine and spirits photography.
Selected work
Frequently asked questions
Do you shoot white-background packshots for e-commerce?
Yes. A white background only looks simple: with no props, everything depends on lighting every surface of the pack correctly.
How do you photograph packaging with foils, embossing or varnishes?
Each finish needs its own light: foils, embossing and spot varnishes have to be lit at precise angles so they read clearly without stray reflections.
Can you photograph packaging designed by an agency for awards and portfolios?
Yes. The studio works with design agencies to photograph finished packaging for award entries, portfolios and client presentations, rendering papers, finishes and the interplay with glass.
A new pack to present?
Tell us about the product and the message you want to get across: we'll build the right image together, from white background to full set.
Request a Project Brief