Sunday, October 10, 2010

New directions in food styling||

So I've been noticing a new trend emerging in the world of food styling that sees the ingredients styled in a minimal fashion. I first saw it in the Ikea "Home baked is best" cookbook and then again today by Melbourne ice-cream makers Connoisseur.

I do think it's a clever, fresh and unique way of styling the ingredients, I do think it looks good. But it doesn't have that yum factor, that "I want to eat it feeling". It's a strange choice for a "Home baked is best" title - so very stylised - so very unlike baking at home. What I love about baking is the fun mess you get to make, licking bowls, dipping your fingers in - it's all about mess to me!

Client: IKEA, Joel Idén
Agency: Forsman & Bodenfors
Art directors: Staffan Lamm, Christoffer Persson
Copywriters: Fredrik Jansson, Anders Hegerfors
Account director: Susanna Fagring
Account manager: Ewa Edlund
Photographer: Carl Kleiner / Agent Bauer
Retouching: F&B Factory, Henrik Lagerberg
Stylist: Evelina Bratell

As an ex Account Manager who managed major ice-cream brands I do know too well how difficult it is to photograph ice-cream. So much so a lot of the time, we would use fake 'ice-cream'. Perhaps it was this difficulty or just a brave Brand Manager wanting to shake up the category - but here are the results of a collaboration between Melbourne ice-cream company Connoisseur, London photographer Nadav Kander and British set designer Hana Al Sayed - apparently this is ice-cream. Again whilst the images are beautiful, does it make me want to rush out and buy an ice-cream, no not really.

Caramel Honey Macadamia, featuring a teetering block of macadamia nuts and precariously placed honey
Classic Vanilla featuring Madagascan Vanilla Beans strung together to create a hanging wall-like sculpture

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