DESCRIPTION

Home Chef is one of the leading meal kit delivery services in the US, offering customers a rotating menu of recipes, proteins, and add-on items each week.

The extras and bundles category sits alongside the core meal kit menu, giving customers the option to round out their order with individual ingredients, snacks, and ready-to-cook bundles.

RESPONSIBILITIES

The existing imagery across the category had fallen behind. Photos felt flat and inconsistent, and it was showing up in the numbers.

The ask was straightforward: reshoot the extras and bundles menu from the ground up, with photography that could hold its own on a competitive e-commerce platform and actually move product.

STRATEGY & CREATIVE APPROACH

The creative direction centered on one clear goal: make every item look worth adding to the cart. The previous imagery undersold the product, so the new approach leaned into bright, clean studio photography that put the food front and center. Consistent lighting, sharp detail, and a polished but approachable aesthetic that felt cohesive across a menu of over 100 items.

With a catalog this large, consistency was as important as quality. Every shot needed to feel like it belonged to the same visual system, whether it was a protein bundle, a pantry staple, or a snack add-on. The style needed to be repeatable and efficient without ever feeling like a production line.

LIGHTS

PROCESS & PRODUCTION

The project ran for over a month of daily shooting and editing, covering 100-plus extras and bundles across the full menu. I led the visual creative direction from initial concept through final delivery, working closely with my associate photographer on pre-production planning, on-set execution, and post-production editing.

Pre-production was critical at this scale. Shot lists, prop and styling considerations, and a clear visual reference system kept the shoot moving efficiently day to day without sacrificing consistency. On set, I directed every frame, making sure each item was lit and styled to the same standard regardless of how many items we were moving through on a given day.