Client Overview: Island Crust & Spice is a vibrant food truck bringing the authentic taste of the Caribbean to the streets of Edmonton. From flaky Jamaican patties to rich, slow-cooked oxtail and jerk chicken, they are known for bold flavors and home-style cooking. To launch their online presence effectively, they needed photography that didn't just show the food, but captured the warmth and soul behind their recipes.
My Role: I led a fully styled photography session designed to populate their new website. Unlike a standard menu shoot, the goal here was atmospheric storytelling. We moved production off the truck and into the owners' home, allowing us to slow down and meticulously craft the visual narrative of their brand.
Project Highlights:
"Tropical Rustic" Creative Direction: I established a specific visual theme of Tropical Rustic to anchor the shoot. I combined earthy, natural textures—like weathered wood boards and burlap—with vibrant pops of tropical color from fresh ingredients and garnishes. This aesthetic bridged the gap between the authentic, homemade nature of the food and the bright, island energy of the brand.
Controlled "Home Studio" Environment: Shooting in the client’s home kitchen was a strategic choice. It allowed us to capture the food at its absolute peak freshness—straight from the oven to the lens. This setting gave us the time to perfect the styling, ensuring that the steam rising off the jerk chicken and the flakiness of the patties were captured in high definition.
Website-Ready Assets: The shot list was specifically curated for web design needs. I captured a mix of detailed macro shots to highlight the texture of the pastry crusts and spices, as well as wider, negative-space compositions perfect for website banners and hero headers.
The Impact: The resulting image library provides Island Crust & Spice with a polished, high-end visual identity. By styling the shoot with a cohesive tropical rustic theme, we elevated the perception of the brand, proving that food truck cuisine can be just as visually sophisticated as a brick-and-mortar restaurant.
