It was a dream come true to work on the food photography for Whole Note’s gluten free baking mixes. I was overjoyed to work with the talented Wes Wooddell of Wooddell Design Co. as he redesigned the packaging for Whole Note.
Whole Note was undergoing branding, name, and packaging design changes when Wes contacted me about this opportunity. The client needed enticing food photography that highlights their wholesome, fluffy whole grain gluten-free baking mixes. Gluten-free products have had a reputation in the past for being starchy or lacking texture; however Whole Note’s products are uniquely made with whole grains and bake up with an rich texture that you’d never know is gluten-free. My food stylist Kristina Wolter and I needed to convey the light, fluffy texture of the pancakes, waffles, muffins, etc. and keep true to the healthy roots of the product. This means baking the products to be just the right golden brown texture and garnishing them with fresh, healthy toppings.
The photo shoot was scheduled over two days at Photogroup Studios, with the client on-location to approve food images as they were shot. Kristina came fully prepared with a plethora of pre-baked pancakes, waffles, muffins, and pizza crusts that we could sort through to find perfectly photogenic samples.
Wes came to the photo shoot with the package design mock ups and provided me with a layered Photoshop file so that I could shoot the food images and instantly superimpose the packaging design on top to preview how the photo would look on the final package. Because this box has two sides with the photography appearing, I had to take that into consideration while composing the image. Basically, a single image needed to spread over two sides of the box and work as a stand-alone composition. It was an exciting process to see the whole process come together on the preview screen.
The photo shoot went off without a hitch, thanks to the extensive preparation of Kristina, the skilled assistance of Rachelle Bendixen, and of course the helpful staff at Photogroup Studios. The client was thrilled with the results and a few months later we got to see the fruits of our labor grace the grocery store shelves at Wheatsville here in Austin and Whole Foods stores in Houston. I feel honored to have worked with this amazing client and represent their delicious product in the artistic product design.