In the words of Gordon Ramsey, we would like to share with you the “most amazing” photos! We are so excited to reveal these. The ideas for them have been swimming around in our heads since early on in Flour’s conception.
We knew a few elements were to be essential in Flour’s style:
Natural Light and Natural Elements, (wood, cloth, metal, stone)
Depth of Field
Idiosyncratic Setting and Props
Beautifully Imperfect Food
Mouth Watering Inspiration
Greg and I agreed from the beginning that we wanted our pictures to be different than standard food photography. Greg used the word ‘idiosyncratic’ to describe the style. We pictured food in unusual settings, being placed in un-normal situations. We shopped for props, scoured our homes for unique objects and collaborated with our photographer to produce something that is not simply a beautiful picture of food. The photos are a reflection and an expression of us. They evoke other times and memories. There is a whimiscal nature to them, that is at the same time, very sturdy and timeless.
This is one of my favorite photos for several reasons. The colors in the picture are bold and amazing, yet the patina and lighting give it such a nostalgic feel. This is perfect for such a Reminiscent Treat. The toy red phone, forefront, was my dad’s as a child in the 50’s. The black rotary phone in the background came from our photographer’s collection. When I look at this photo, I can almost smell the golden spongecake and taste the crispy crackly, sugary brown edges.
One of the ideas that I liked was that of imperfect food. I really don’t like anything too ‘molded’ or ‘formed’. Meatballs, for instance, give me the creeps. As far as my baked goods go, if I wanted things perfectly uniform, I’d buy them wrapped in plastic off the shelf straight from their dough squirting factories. I didn’t want ‘showpiece’ photography. I wanted the items to be messy, gooey, not perfectly level or formed. Scattered crumbs, crackling crusts, browned edges and chocolately drips and are fine and encouraged. To me, these are the things that make food interesting and real.
This photo shows off the Animal Crackers’ browned edges beautifully!
I love how they tumble out of the jar. The natural grayed surface of the re-claimed table is a satisfying contrast. I want to just a grab a handful of these simple cookies and shove them in my face. Crunch!
We were fortunate to find a photographer that understood our aesthetic. When I met Laura Latimer at a business class, she handed me her card. It was a simple manilla tag with a string. She had taken the time to type on each one. I kind of knew then that we shared some of the same style. This was confirmed as I looked through her Pinterest boards. Laura has an extensive collection of interesting objects that she made available for the shoots.
I first saw these stacking clowns on Laura’s Etsy page. I really wanted to use them. To complete the scene, she added a vintage metal toy ferris wheel, a small iron statue and a bright pinwheel. We love how these items just give us a glimpse of themselves from the background, leaving the rest to our own fancies.
Baking and transporting food to the studio was hectic. At the time I was still using my small home kitchen to do the work. Photo shoots as well were literally long and grueling. Food looks different in real life than it does on camera. Laura knew exactly what angle things needed to be at to keep their proportions and proper shading. She was meticulous. I thought I’d die watching her move individual coconut flakes around! But the end result shows that the attention to detail and all the time involved paid off.
Laura shoots “Snowballs” on and with a black and white hobby horse. This picture shows how much more is involved in the photo than what we actually see. Items are propped up and raised and lowered. Laura juggles reflective screens while snapping the shot. At times, I would stand in a certain place to block light from a window, or squat near the table to hold up a board to reduce glares.
The finished picture is breathtaking and gives no clue as to what went into it. The colors work together beautifully. Notice the difference in focus between the horse and snowball in the background, and the tightly focused Snowball in front. You can literally see the crumb of the cake, gloss of the marshmallow and the toasting on each shred of coconut.
We’ve talked a lot in person and in other posts about all the time involved in just getting things ready to open the bakery. This initial photography series was no exception. We all put in weeks of work and hours of planning, baking and shooting to get these results. We are very pleased with how things turned out. It is exactly as imagined.
Greg would often leave work and rush over to join the photo shoot during the last hours of good natural light. Here, he is working on a tinker toy car for the Cocoa Bomb setting.
The finished image with Greg’s Tinker Toy car,
my Cocoa Bomb and Laura’s photography talent.
I smell gooey chocolate. YOM!
We go to the trouble to add extra and surprising elements in our pictures because it delights us to do so. We hope seeing these pictures has the same effect on you. We also hope it illustrates how we care about the process of doing things that may go unseen or unnoticed. Our ingredients, packaging and process all contribute to something beautiful and that we feel really good about. It seems to illustrate well, our “Honest to Goodness” philosophy.
We’d like to thank Laura Latimer for sharing her talent on this project. Laura is an Austinite, an artist with experience in photography and marketing, and a purveyor of vintage and unusual items. Check out her blog at