Intro
The world is very visual-led nowadays, whether is videos or photos, we devour a huge amount of images every single day. The reason why is that images are immediate and speak more than a thousand words. It is essential for a brand, especially one that sells products to have high quality professional images, even more if you are based online and you have no ways to communicate to your ideal customers in person. I worked with Alphonsomango.co.uk, a premium Indian mangoes online retailer in the UK, to create simple professional images that show their natural products in many formats and to show the people behind the brand.
I am a London based photographer specialising in food and drinks. If you are curious to know more check my commercial food photography services.
Why good product photography helps sales & conversions
Professional food photography helps people recognise your brand at a glance, it send trustworthiness signals and it shows that you are invested in your products just as much as you are into your food photography.
Having great unique content helps your SEO as well, and in keeping your customers engaged it helps you rank higher on search engines such as Google.
In turn, this helps to convince your viewers to buy, making them salivate with anticipation of trying your delicious products. Having said this, convincing people shouldn’t mean misleading them, your product still needs to be authentic and genuine to continue this relationship of trust. Your images need to be consistent in style to reflect your brand, show authenticity and speak to your ideal client demographic.
About the client – Alphonsomango.co.uk
As the name suggests, www.alphonsomango.co.uk are based in North West London and specialise in the finest Indian mangoes delivered to many UK postcodes, their signature mango is the Alphonso mango, but they also sell other varieties such as Kesar mangoes, Badami mangoes and Pakistani Chaunsa mangoes. Their main challenge was to show their brand identity, (organic, natural premium quality fruits) and their personal story through images. the aim was to capture the freshness and high quality of their produce in an online space, as they do not have a physical store.
The photography process & brief creative decisions
To show the organic nature of Alphonsomango.co.uk products, I have opted for natural lighting or naturally looking lighting in a studio environment, with props that would enhance this style, such as wood, linen backgrounds and so on, and a minimalistic look not explicitly commercial.
Images editing went in this direction too of not overly edited images, with low contrast and saturation.
David and Satya are the two founders of Alphonsomango.co.uk, they have been friends since a very young age and as passionate foodies wanted to bring these amazing, relatively unknown premium fruits to the knowledge of everyone in the UK, the brand visuals had to tell this story with a fun contemporary look.
Furthermore they wanted to feature a few recipes with mangoes and I have worked at the food styling, prop sourcing and photography from my studio in Highgate, North London. I would generally recommend hiring a food stylist and prop stylist if possible along a food photographer, but if the budget is tight then I can help with that.
The results
The results were a professionally looking webpage with a great conversion and a strong trustworthy visual branding. The first year or trading was very successful with sales more than doubling what was predicted. The images were also used as part of a press release, which helped to secure press coverage with the images featured in The Telegraph, London on the Inside and Fruk magazine.
Conclusions: Why product photography matters in 2025
Product photography is essential to show a brand identity and key products. It helps improving click-trough rate and conversion especially, but not only, with online sales.
Not long ago I read an article about branding, it said “you can think about your brand as a celebrity and act like him/her” - would you be a Audrey Hepburn or a Marylin Monroe? Because these appeal to different audiences. The key principle of commercial photography is to reflect who your brand is and to consistently show your products in the best possible light to convey that message.
If you’re a UK brand looking to showcase your products with consistency, clarity and style, see how I approach commercial food photography.
“It was great fun working with Jennifer, she really understood our brand and helped us to grow visually. Her professional images helped us to get some top press coverage, from the likes of The Telegraph.”
I’m Jennifer, a London based food photographer. Find our more about me here: Jennifer Cauli London based Food & Drinks Photographer