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SCHEDULING
DELIVERY
NAMING
PHOTOSHOOT OVERVIEW
EQUIPMENT
LIGHTING & SETUP
Product photo
Cover photo
Close-up photo
Menu photo
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Food Photography Guidelines

V 2.8 - 2024.02.02

OCUS LOGO

Wolt is an online food ordering and delivery platform found in Helsinki, Finland. Wolt's mission is to make cities better places for customers, merchants, and couriers alike. They want to build the digital world version of the shopping malls, brought to the convenience of our homes and workplaces within a half-hour or so. Users can read menus, order, and pay for food from participating businesses using an application on the iOS or Android platforms, or through a web browser. Businesses' photos are seen by thousands of nearby Wolt users searching for something to eat!

SCHEDULING

This is a Wolt assignment. Please read the guidelines carefully as the expected delivery is different.


Summary


  1. Scheduling: Check the number of dishes on the menu with the restaurant (depending on the package) and make sure they will all be available. Shoot only the dishes available on the menu.

  2. Menu photo: Photograph the specific menu of the restaurant where items are listed with ingredients and allergens sections.

  3. Framing: Use different dishes for the Cover and Close-up compositions, polish them, and include props. Avoid excessive zooming on Close-ups. Capture the covers and close-ups at the beginning of the photoshoot to ensure sufficient time and a variety of dishes.

  4. Lighting: Use diffused studio lights to avoid overexposure/underexposure of images.

  5. Shadows: Ensure shadows are soft, diffused, and consistent on all photos. Place the shadow in the bottom right corner.

  6. Background: Use a neat white background without wrinkles or texture.

  7. Ratio: Anticipate a 16:9 crop ratio and avoid cropping plates.

  8. Angles: Select the best angle for the type of food. Check the Angles section for more details.

  9. Naming: Kindly rename your files following this structure:

    • Product photos - use the item ID from the menu list on the assignment page to rename the dishes:

    • ItemID.jpg (If the dish doesn’t have an item ID, name it with the dish name: Dishname.jpg)

    • Cover shots: Restaurant name_Cover 1.jpg, Restaurant name_Cover 2.jpg

    • Close-ups: Restaurant name_Closeup 1.jpg, Restaurant name_Closeup 2.jpg

Examples:

  • Product photo: 6447e35623758744a19c2383.jpg, etc

  • Cover photo: La pizza rue_Cover 1.jpg, etc

  • Close-up photo: La pizza rue_Closeup 1.jpg, etc

  • Covers & Close-ups: shoot 3 Covers and 2 Close-ups, distinct from one another.


Example of an ID list

How to schedule a photoshoot


If you are scheduling for the first time and are not sure of the correct process, please follow the instructions here to ensure that you follow the correct protocol with the business owner.

By accepting this assignment, you will be representing OCUS in the eyes of our client. We count on you to demonstrate a high level of professionalism in your coming interactions. If a photoshoot already has an appointment scheduled, please respect this appointment and only assign yourself to the photoshoot if you are available at this time.


  • Check the number of dishes on the menu with the restaurant (depending on the package) and make sure they will all be available.

  • Inform the on-site contact that any dishes not on the menu will not be included in the shoot.

  • Print the list of dishes to bring to the photoshoot.

  • Encourage the on-site contact to prepare all dishes on the list. If they refuse, explain in the comments.

DELIVERY


When and how to upload my images

Your priority is to take excellent photos. To ensure consistency across our entire community, OCUS is handling the post-production internally. Please respect the following requirements to make sure that we can deliver the best results to our client.


  • Don’t edit any of your photos (no crop, no edit).

  • Don’t remove the metadata from the files.

  • Select your best shots and don't send more files than required.

  • Follow the naming convention below (take some notes during the photoshoot to keep all the needed information).

  • Shoot in RAW format but deliver only JPGs!


If something does not allow you to strictly follow these guidelines during the photoshoot, you must let us know with a comment on your dashboard after your upload.

NAMING

The items you photograph must be the exact same ones that will be available on the Wolt app, otherwise, your assignment won't be validated.


Kindly rename your files following this structure:

  • Product photos - use the item ID from the menu list on the assignment page to rename the dishes:

  • ItemID.jpg (If the dish doesn’t have an item ID, name it with the dish name: Dishname.jpg)

  • Cover shots: Restaurant name_Cover 1.jpg, Restaurant name_Cover 2.jpg

  • Close-ups: Restaurant name_Closeup 1.jpg, Restaurant name_Closeup 2.jpg

Examples:

  • Product photo: 6447e35623758744a19c2383.jpg, etc

  • Cover photo: La pizza rue_Cover 1.jpg, etc

  • Close-up photo: La pizza rue_Closeup 1.jpg, etc

  • Covers & Close-ups: shoot 3 Covers and 2 Close-ups, distinct from one another.


Please make sure you upload your files to the correct category and then confirm when you've finished the uploading process by clicking on "Send all media" to send the files to OCUS.

⚠️ Send your pictures before midnight on the day of the photoshoot. ⚠️ Keep your RAW files until your assignment is validated.



PHOTOSHOOT OVERVIEW

Your goal is to take enticing photos that make people eager to order food from the Wolt platform. The client is expecting 4 types of images: products, covers, close-ups and a menu photo. You will find the description of each category below. Please deliver all of them.


⚠️ Remember to always shoot your photos in RAW format, but only upload JPG files to the OCUS platform.

⚠️ It is important to adjust the White balance correctly and shoot on a white background for the best postproduction results.


If you need to ask us any questions, you can use the link at the bottom of this page to visit our Help Center, and we'll be happy to help you.

EQUIPMENT

Camera.png

Full frame or APS-C

General settings:

  • ISO 400

  • WB: Manual, try to get natural tones

Lens.png

35-70mm (full frame)

General settings:

  • Aperture: f/8 - f/11

Tripod.png

Accessories

Mandatory accessories:

  • 1-2 Studio strobes, speedlights or LED panels

  • 1-2 Softboxes or see-through umbrellas

  • Tripod

  • Tripod arm for overhead shots (recommended)

  • Reflector and 1-2 diffusers

  • White background

  • Grey card

  • Laptop and tethering cable (with Lightroom or Capture One)


LIGHTING & SETUP

Choose a table at least 80 x 60 cm or larger. If the restaurant has smaller tables, reserve two tables to be placed together for the shoot. Leave space around the table for flashes. Also, prepare a surface for photographed dishes.


  • Bring portable lights (either one light and reflector or two lights)

  • Use a softbox or a shoot-through umbrella to achieve soft shadows (positioned at a 45°)

  • A larger light surface closer to the subject produces softer shadows

  • Please avoid any distracting reflections on your table

  • The lighting cannot come from the bottom of the frame

  • The shadow must be cohesive across the photoshoot

  • The shadow must always be on the same side in all photos

  • Preserve details in highlights and shadows


The most effective lighting setup is to position the softbox in the top left corner and have the shadow in the bottom right corner of the frame:

Result example:


Product photo

⚠️Shoot product photos on a clean white background without imperfections or wrinkles. Use a larger background if shooting at a 0° angle is required⚠️


Product photos showcase individual menu items that clients can purchase through the app. These can include dishes, food combinations, sauces, drinks, and side dishes. Sometimes, a product photo may contain two elements, such as the main dish and a dressing, which should be similarly aligned for a seamless viewing experience while scrolling through the app.


The photo should always depict what the customer is getting:

  • If the order comes with a side dish, show it in the picture without overpowering the main dish.

  • If the side dish is in a larger bowl than the main dish, advise changing the plate.


2-item product photo

Choose the best angle to represent a dish:

  • 0°: Burgers, sandwiches/wraps, drinks

  • 45°: Muffins, cakes, donuts, bread

  • 90°: The rest of the dishes

  • For a dish assortment with drinks, the angle could be chosen to better showcase the dishes.


Quantity


Refer to your OCUS Dashboard for the quantity.


Do


  • Place the dish in the center of the frame, ensuring full visibility after applying a 16:9 crop ratio.

  • Leave ≈50% of the frame as space for editors.

  • Ensure dishes are centered with negative space above and below.

  • Use a horizontal format for all shots, including bottles.

  • Consistent plate position preferred.

  • Make sure ingredients are visible.

  • Ensure all ingredients are cooked.

  • Shoot base dish for dishes with multiple variants.

  • Request extra volume (e.g. more greens) for a better appearance.

  • Remove aluminum foil.

  • Photograph common drinks such as Cola, Sprite, Fanta, water, or generic wine brands only if they are on the menu item list.

  • Photograph both sides of wine or other bottles.



Don't


  • Use horizontal placement of the dish instead of diagonal to reduce negative space.

  • Avoid underplates.

  • Do not add decorations.

  • Avoid shooting food directly on the table.

  • Do not photograph to-go packaging, except for brown paper salad bowls and burger parchment paper.

  • Clean bottles before photographing to avoid dust or fingerprints.

  • Replace products with damaged labels before photographing drinks.

  • The brand names are acceptable only for the items from the menu list.

  • Avoid metal elements, as they can cause your reflection.


Camera settings

  • Shutter Speed - 1/150

  • 35-70mm (full frame)

  • Aperture > f/8 - f/11

  • ISO 100 - 400 max.

  • WB: Manual, try to get natural tones

  • White background, tripod, lights, reflector, diffuser

  • Horizontal/0°, 45°, 90°


Ratio to anticipate (16:9):






Good examples