Khalil Foods

Khalil sells to chefs, bakers and buyers, people who judge an ingredient in a second. The content needed to show the range, prove the quality and make a wholesale brand worth following. We treated every tin, tub and sack as the hero of its own picture.

Red is Khalil's colour, so the studio set was built from it: red tiles, red sweeps and white plinths. Rice, tomatoes, sea salt and sauces were stacked, spilled and opened so the pack and the product share the frame.

Some frames were composed for type from the start. Space was left for a headline, the logo and the web address, so the designed posts and the clean photographs come from one shoot and sit together in the grid.

A pastry chef in a Khalil jacket pours, whisks and spreads, because an ingredient means more when someone is using it. The sauce series repeats one action across flavours, so it works as a carousel.

The texture shots do the persuading. Mascarpone set into a tiramisu, butter folded into croissants and a cheese board cut for service show what the products become once they leave the warehouse.

The reels follow the same idea. One sets out what Khalil stands for, one follows butter all the way to a finished croissant, and one watches cheese being cut to order.