How Better Product Photos Transformed This Online Store

E-commerce Food Photography for Long Shelf-Life Meals

Rehydrated and styled by Katrin Press.

Food Force is an Estonian food manufacturer specializing in long shelf-life meals and snacks for wholesale and e-commerce. Trusted by military units, outdoor professionals, and people preparing for the unexpected, the brand is built on reliability, durability, and ease of use. As Food Force expanded its online store, a clear challenge emerged: how to make packaged, long shelf-life food look appetizing without losing its practical, no-nonsense identity.

This case study shows how improved food product photography strengthened Food Force’s e-commerce presence and helped build trust while supporting online sales.

The Challenge: Making Functional Food Look Appetizing Online

When photographing food designed to be eaten in a forest or a bunker, the key question is always the same: how much styling is appropriate? When our collaboration with Food Force began three years ago, military units were the brand’s main buyers. The goal of the food product photography was therefore clarity and reliability rather than visual indulgence. Styling was intentionally kept minimal to reflect the brand’s practical, no-nonsense identity.

However, even in minimalist food photography, details matter. Preparing and plating the meals correctly, choosing the right props, and even selecting the correct plate size all influence how filling and appealing a portion appears in an online store. Small decisions—such as whether a plate makes a meal look generous or undersized—have a direct impact on how packaged food is perceived in e-commerce.

To create a consistent visual system for the brand’s e-commerce food photography, we chose simple white, minimalist tableware and purchased it specifically for the client. This ensured long-term consistency across product photos. As a result, images created years apart still look cohesive, making the online shop feel reliable and professionally maintained—an important trust signal for both wholesale buyers and direct customers.

Webshop category page.

As Food Force’s own web shop evolved, so did the role of product photography. While the original images were purely descriptive, it became clear that food product photos still need to look appetizing to sell online, even when the products are designed for extreme conditions. More recently, a second product image was introduced for each item. These images bring the meals closer to a home-kitchen context, emphasize the appeal of the dish, and use subtle, traditional styling elements such as textiles and wooden surfaces. This balanced approach allows the brand to remain authentic while using styled food product photography to better support e-commerce sales.

Webshop product page.

The Value I Provide

This project is a good example of a true long-term partnership. Food Force trusts me to do my work without overloading the process with rigid guidelines or unnecessary restrictions, which allows the food product photography to evolve naturally as the business grows. That level of trust is essential when creating consistent, high-quality visuals for e-commerce and wholesale use.

As much as I enjoy collaborating with creative agencies and value the depth of analysis and structure they bring to a project, there are situations where clients choose to work with me directly. This usually happens when they need clear, well-considered visual solutions without adding another layer to the process. It’s not about replacing agency work, but about offering a more direct and efficient route when the scope and scale of the project allow it.

With a background in communication and decades of experience working on different marketing projects, I approach food photography as a problem-solving tool, not a standalone service. For every shoot, I think beyond individual images and focus on the complete visual system: how the product photography will work across the online store, marketing materials, and future updates. In practice, this means I often handle parts of the creative agency process—such as visual strategy and mood board development—long before the camera comes out.

Much of this strategic work happens intuitively, without long meetings or endless back-and-forth. Decisions about styling, composition, and consistency are made early, which leads to shorter delivery times, faster turnaround, and a smoother workflow overall. For example, when we decide to subtly introduce fresh herbs or small styling adjustments to a dish, it’s a simple, natural evolution of the visuals—not a formal rebrand or a drawn-out discussion.

This is where small and medium-sized food businesses see the real value. They receive styled food product photography for e-commerce that includes the thinking and structure of a creative agency, but without the added cost, complexity, or time investment. The result is product photography that not only looks good, but also supports sales, consistency, and long-term brand growth.

Consistency Matters

In e-commerce, product photos either build confidence—or quietly lose sales. Consistent, well-styled food product photography helps packaged foods look trustworthy, appealing, and ready to buy, even when shelf life and functionality are the priority. When visuals are clear and cohesive, customers feel confident buying, and brands can grow without constantly reworking their images.

If your online store is relying on average product photos, you’re leaving sales on the table. I help food brands create consistent, styled e-commerce photography that works long-term. Get in touch to see how your products could look—and sell—better online.