Rollout Context
Why the project matters beyond launch
Il Granino has been baking in Perth since 1996 and is now one of Western Australia’s leading wholesale artisan bakeries. The range runs from sourdough and continental loaves to burger buns, baguettes, Turkish panini, croissants, and the award-winning Mette is Baking Nordic crackers. With that much product going to retailers, IGA stores, farmers markets, and food service venues, the brand needed photography that could carry the whole catalogue.
Bakery products are deceptively hard to photograph well. Bread and pastry have to look fresh, the crust and crumb have to read clearly, and seeds, glaze, and flour all need light that flatters rather than flattens. Across a large wholesale range, the bigger challenge is consistency: a hundred different products still have to look like one brand on an ordering sheet or a retail listing.
This shoot was planned as a catalogue image library, not a one-off. A dark stone surface and warm directional light gave every product the same premium base. Overhead frames documented full product groups cleanly for ordering and retail, angled hero frames added appetite appeal, and a cut sourdough frame showed the open crumb that sells an artisan loaf. The Mette is Baking packaging was shot in the same style, so the Nordic cracker line sits naturally beside the fresh bakery range instead of looking like a separate brand.
The result is a single, consistent image bank Il Granino and Mette is Baking can use across the wholesale ordering catalogue, retail and ecommerce listings, the website, and social content. Every product looks fresh, and every product looks like it belongs to the same bakery.
