A Project I Loved: Creating the Story for Décor’s New Packaging
Some projects arrive with a sense of ease right from the start. That was the case when the team at Noisy Beast got in touch about a new packaging project for Décor’s Design Series. They were looking for food photography that could help shape the visual story of the range — something atmospheric, tactile and quietly expressive.
The brief wasn’t about simply showing food. It was about creating a feeling. The imagery needed to suggest elevated home baking in a way that felt considered and inviting, while still standing out on shelf. That balance between restraint and impact is where I’m most comfortable working.
In the studio, the focus stayed on light, texture and detail. Working with food stylist Carmel Gohar, we spent time exploring how small shifts in shadow and composition could change the mood of an image. Dark crumbs against matte surfaces, the softness of banana bread, the weight and warmth of freshly baked food — all of it was photographed slowly, with attention to how it would translate once printed.
Nothing was overworked. The goal was to keep the food feeling real and tactile, allowing the imagery to carry the tone of the range by feeling elevated yet approachable.
Seeing the final photographs living on the finished packaging is always rewarding. It’s a reminder of how food photography can quietly shape a brand’s world — by being considered and thoughtful.
Projects like this reflect the way I approach food photography in Melbourne — using light, texture and atmosphere to create images that feel grounded, expressive and built to last across packaging, campaigns and digital use.
Client: Décor
Creative Direction: Noisy Beast
Food Styling: Carmel Gohar
