Catalogue and advertising photography for food and wine brands
A catalogue and a campaign share one problem, seen from two distances. The catalogue lines up dozens of products that must look as if one hand made them; the campaign takes a single one and has to make it visible from far away, on a poster or on a stand wall. Both are won before a light goes on, when you decide what each image has to say and where it will end up.
Decide first, then shoot
Palette, surfaces and framing are fixed before a light goes on, on the moodboard, with you or your art director, and they become the reference we return to at every session, even months later. For Fratelli Sicilia, since 2021, every catalogue has been decided this way with the art director, before the set: the 2025 edition counts 43 styled shots and 60 detail photographs, and the light is built so the brand colour stays full and the bake stays golden.
The project Fratelli Sicilia · The boxes were still blank
One commission, several destinations
A catalogue and a website seem to want the same photographs, and they don't: the catalogue needs images that sit well side by side on a page, the website needs clean products that can be lined up and reordered. For Salumificio Lipari it was a single commission, and knowing that in advance meant planning both from the start: boards with the cut for the catalogue, and for the website the salami range on a separate set, on a light background. Nothing had to be rebuilt when the second request came in.
The project Salumificio Lipari · The drawing is inside
Two voices, one brand
The same catalogue can hold products that speak to different people. For Brugnano Wines the V90 line, designed for a younger audience, had to be noticed from a distance: full colour, hard shadows, props painted the same shade as the background. The more complex labels asked for the opposite: a single wall, a block of tuff, black on black. What holds the two halves together is not style but craft on glass — the label always flat and legible, the metallic inks alive without burning out — and that is why the catalogue does not split in two.
The project Brugnano Wines · Colour decides who you are talking to
A trade fair is seen from a distance
Cibus or Anuga, Vinitaly or ProWein: at a trade fair an image has to work at three metres, on the stand wall, and at thirty centimetres, on the leaflet a visitor takes away. Over five years Sicilian Factory's photographs went into the catalogue, to trade fairs and onto the website, and each destination asked something different of the same range; for Fratelli Sicilia one campaign image was enlarged for the fair and for billboards. That is why campaign images are planned on set, with the right margins for both the portrait and the landscape crop.
The project Sicilian Factory · The jar and what goes into it
Season after season
A catalogue is never done just once: it comes back every year, with new products and a few leaving the range. The settings of every set are written down, so the new season joins the old one without a seam, and on large productions we deliver in blocks, so layout can start while the work is still running. We have worked with Fratelli Sicilia since 2021, and with Sicilian Factory from 2021 to 2025: in a relationship like that, what matters most is that this year's catalogue still looks like the first.
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