Southern Burn Hot Chicken’s Full Service Brand Photo and Videoshoot

Two day photo and video shoot for the brand’s first ever franchise based out of Raleigh, North Carolina. All subsequent franchises will use this same style of photography, so this photoshoot served as the brand development for the imagery of the franchise. This project was a two day shoot consisting of 8 hours of menu, product, and location photography; and 4 hours of process, product, and location videography

Menu Item Photos

We photographed every single menu item individually in order to have a cohesive but varied visual menu. All individual menu item photos were formatted first for this square-cropped in-person and online menus, and then in traditional 3x2 format for social media and web-based marketing. All individual menu item photos highlight each dish’s use of the staple fried chicken as well as the secondary flavor elements.

Flavor Detail Photos for Graphics Usage

In addition to photographing each dish for the menu, we also photographed closeups of the dishes to highlight’s the restaurant’s creative use of flavors; for instance, the sweet heat of the spicy ice cream waffle. High contrast detail photos served as the background photos for the restaurant’s print and digital marketing with copy possible over any of the images.

Brand Photos

Finally, we photographed a selection of images for use in the brand’s overall messaging. As the restaurant is focused on creative usage of their single item - the fried hot chicken - we created colorful hero imagery combining the chicken and the interior design, highlighting the ideal customer experience of enjoying the flavor-packed fast food in the vibrant dining space.

The Story-Driven Videography

In addition to the comprehensive brand photoshoot for all imagery needs, we also created three different evergreen video assets to use within the dining space for the website. First, we created on 60 second website overview video set to copyright-free music to highlight the hot chicken restaurant’s use of fresh ingredients and house-made spices, as well as show off the location itself to bring in customers from online search. Then, we created a 90 second looping video for the street-facing vertical in-window video board using the same brand story videography as well as stills of the menu items in order to draw in foot traffic walking by. Finally, we created one horizontal 60 second looping video for the interior video board highlighting the same brand story and rotating menu, to entice repeat customers to return to try other dishes.

The Food and Beverage Photography

A sample gallery of our imagery showing the individual items photographed for their in-person, online, and delivery service menus; location photos; group photos highlighting the menu uses of their signature hot chicken, styled imagery promoting catering, and detailed flavor shots. All photos were styled very simply in conjunction with the brand’s fast casual ethos, particularly with the local university as the target audience, and lit with high contrast hero lighting to show off the vibrant flavors of each bite while promoting its traditional no-fuss southern influence.