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Anuaria Selection Award 2016 – Best Naming
IGDEA Selection Award 2017 – Best Naming
In the beginning was the word — This agency specialising in food photography and products is highly characteristic, exclusive and personal.
They asked us to produce a robust, elegant, chic and memorable brand. We suggested a very clear and direct name (Food Shot), reinforced with a tagline that is just as clear and direct: Still Life Photography.
Its photographs are practically paintings, like 16th- and 17th-century still lifes. So rather than use overused descriptors like “gastronomy” and “gourmet” we decided to go for something clearer and more unequivocal: “Still Life”. Since the entire brand had to exude a classical, academic air, “photography” was preferred to “photo” and “portrait” to “picture”.
After all, we had already used “shot” and “food” in the name. The “humble/select” duality of pictorial still lifes (in which formal elegance is used to portray everyday scenes) is present throughout the brand.