Wine photography case study: crafting compelling visuals for a new product launch

Project overview

When Giesen Winery, a Marlborough-based New Zealand winemaker, approached me to work with them on the launch of their latest varietal, I knew this would be an amazing opportunity to showcase my expertise. My task was to create a series of captivating promotional images that would not only highlight the unique qualities of their new product, but also seemlessly fit in with the brand's strong existing story and appeal to their discerning wine enthusiasts.

Understanding the brand and product

To begin with, I delved deep into understanding Giesen's existing brand identity. The new product launch, a 0% Chardonnay, has been created for people that want the full-bodied flavour of a quality chardonnay without the after effects of the alcohol. This insight informed my creative direction, emphasizing elegance, authenticity, and sophistication in the imagery - while showcasing the fact that you don't need to miss out on any of your favourite chardonnay experiences and can still enjoy classic wine and food pairings with a 0% alcohol option.

Wine photography concept development

I brainstormed a multi-faceted concept:

• Rustic elegance: A series of shots with a green colour palette, capturing the wine's natural beauty and emphasising the classic bottle and label design.

• Sophisticated minimalism: Clean, minimalist studio shots focusing on the bottle's design and the wine's clarity.

• Gourmet pairings: Styled scenes showcasing the wine alongside gourmet platters and snacks, enhancing the appeal through complementary pairings.

Execution

1. Setting the scene: I used a combination of soft, diffused lighting to convey the light seen in the shade on a warm summery day.

2. Lighting mastery: Lighting played a crucial role in bringing out the wine's color and texture. Controlled studio lighting emphasised the bottle's intricate details and label design.

3. Detail focus: Using a macro lens, I captured the fine details of the wine label, and the delicate colour of the wine.

4. Complementary styling: I styled the gourmet pairing scenes with foods that matched the wines' flavor profiles, creating visually appealing compositions. The use of props like wine glasses and tableware added depth and context to the images.

Results

The final images exceeded the client's expectations, perfectly encapsulating their brand essence and the unique characteristics of their new chardonnay. These visuals were used across various marketing channels, including their website, social media, and promotional materials.

What the client had to say:

"We want to give a huge thank you to Jessica for her incredible work on our new 0% Chardonnay! She delivered stunning imagery with a super-fast turnaround and created a beautiful lifestyle setup that truly captures the essence of our alcohol-free wine. Her vibrant and fruity shots perfectly showcase how our Chardonnay can be enjoyed with cheeses, fruit, and sourdough, all without the next-day headache." – Giesen Wines

Conclusion

This project drew on all my skills in food and wine photography and styling, highlighting my attention to detail, creative vision, and technical expertise. By understanding the client's brand and meticulously crafting each shot, I was able to produce images that not only looked beautiful but also communicated the product's quality and story.

Are you launching a new wine or food product? Let me help you create compelling visuals that captivate your audience and elevate your brand. Contact me today to discuss your next project!