Fresh Earth Food Store - client story portfolio 4

The Fresh Earth Food Store is a family owned and run natural health store and vegetarian resturant, in Johannesburg. They are passionate in their belief that food in its purest form — untainted by artificial additives, sweeteners, colourants and preservatives — is the best tasting and most nutritious food there is. More about this amazing store on their website www.freshearth.co.za.

The Fresh Earth Food Store needed to launch their online shopping and nutrition community website within one month with 1,000 products — with images — available for purchase (and another 2,000 to follow during the next 2 months). They also needed portraits of the owners, health practitioners and contributors for the website and email newsletter.

The traditional portraits used in many corporate publications tend to make the subject look rigid, distant or even standoffish. Fresh Earth realised that projecting a livelier, more relaxed and approachable image of themselves and their team would benefit them greatly. As Matthew from Fresh Earth put it "What really makes our store great is that it's personal, you're not walking into some big corporate warehouse. We're approachable and people like that". That's why they approached Avo to shoot their portraits — and while we were at it we did 1,000 product shots too.

The portraits of the Fresh Earth Food Store team were shot by Leigh Benson and Gemma Winstanley at Avo Photography studio in Parkhurst.

The product shots for the Fresh Earth Food Store were shot by Joseph Dlamini with Avo Photography. The products were shot on site at the store as it would not have been feasible to book out that amount of stock and take it to the studio. Avo also helped set up a permanent mini product lighting setup, so that the guys at Fresh Earth could take their own product shots and add new products to their website really quickly.

Testimonial:
"Avo has been a complete solution for us, they have captured the essence of our brand through fantastic photography for all our monthly news letters, our store catalogues and website photos. Avo is a one stop photography answer which has brought value to Fresh Earth Food Store for very competitive rates."
- Matthew from The Fresh Earth Food Store

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