Seggiano Pesto Campaign

Austin Claire Photography

Designing Space for a Brand to Speak

When Seggiano reached out, they needed images that could tell a deeper story as well as look good in print. The project brief was simple on paper: create four still-life photographs for a campaign that would run in print and digital formats. But underneath that request was something much more meaningful. They wanted to visually shift the brand away from generic, AI-like food imagery and toward something honest, tactile, and full of intention.

Seggiano’s products are crafted by small-scale producers across Italy, built on tradition, purity, and real ingredients. The challenge was to create imagery that communicated those values at a glance — to make the viewer feel the care, quality, and authenticity behind the label before they ever read a word.

Designing a Story in Negative Space

The Creative Challenge

The team was clear about what they did and didn’t want from the start. They were looking for subtle, elevated styling that supported the products rather than competing with them. They wanted the imagery to reflect quality and heritage without falling into predictable Italian stereotypes. The photos also needed to work hard across multiple platforms, from print ads to web banners, with intentional negative space for copy, taglines, or logos.

And while the request was for four simple images, the real challenge was much deeper: build a set of visuals that could anchor a larger brand story and signal the evolution of Seggiano’s identity. This wasn’t about decoration. It was about design, communication, and strategy. narrative language.

My Creative Approach

From the beginning, I knew this project would require restraint. Every decision, from lighting and angle to props and color, had to serve the story. I kept styling minimal but thoughtful, building small visual cues from the ingredients inside each jar: a few sprigs of basil, scattered pistachios, and shavings of Parmesan. I avoided anything overly rustic or cliché, instead focusing on honest, natural materials like wood and linen that added warmth without distraction.

One of the most overlooked tools in product photography is negative space, and I used it deliberately here. Those intentional "empty" areas in a photo aren’t wasted space, they’re where the eye rests and the message lives. By leaving breathing room at the top and bottom of each vertical composition, the images were ready for headlines, taglines, or web addresses without requiring additional design work. It’s a simple detail that transforms a photo from something beautiful into something truly functional for a brand.

Lighting and technical execution were equally important. Because the pasta packaging was clear plastic, I used diffused light and careful control of reflections to keep the presentation refined. Shooting at a 45-degree or straight-on angle helped ground the images in realism and gave the products a sense of presence and weight.

The Work

The final series consisted of four images, two horizontal and two vertical, designed to serve both print and digital needs. Each version was intentionally composed to accommodate different ad layouts, with space carefully reserved for headlines, taglines, or a website URL.

The imagery brought together Seggiano’s signature pestos and ancient grains pasta in a way that felt cohesive, versatile, and ready to work across campaigns. Instead of building elaborate recipe scenes, I approached the shoot as a study in thoughtful still life. The goal was to create images that felt purposeful and elevated; photographs that showcased the products’ quality and character while leaving space for the brand’s message to shine. Every element, from the composition to the styling, was designed to support that story without overshadowing it.

The styling was deliberately understated: a natural linen base and warm wood surface provided a tactile foundation, while small details like fresh herbs, scattered pistachios, and ripe tomatoes hinted at the ingredients inside each jar. Gold-toned props echoed the accents on the label and helped tie the visual language back to the brand. Together, these subtle choices allowed the products to remain the central focus while still telling a deeper story of craft and origin.

Results & Reflections

When the final images were delivered, Seggiano’s team shared how proud they were to submit the campaign. The photos became more than just marketing assets. They helped reposition the brand visually, grounding it in authenticity and craft while giving the marketing team versatile, future-proof imagery that could live well beyond a single ad.

For me, this project was a reminder that strong photography is about more than composition or technique. It’s about clarity of purpose. It’s about knowing what story you’re telling and leaving space for the brand to speak. These images might look simple at first glance, but every element — from the negative space to the choice of backdrop — is doing important work behind the scenes.

Every product shoot is an opportunity to say something deeper. For Seggiano, the story was about honoring heritage, celebrating purity, and showing that simplicity, when done with intention, can speak volumes. My goal was to translate those values into light, texture, and space — and to create images that feel as real, thoughtful, and crafted as the food itself.

Testimonial

“The level of detail in the setup, especially the way the eye follows through the image, is wonderful. The ingredients felt intentional, the light was beautiful, and the final images captured exactly the balance of heritage and quality we were hoping for.”
— Addison, Fractional Marketing Director, Seggiano

Let’s Tell Your Story Next

If you’re a wine, beverage, or lifestyle brand looking for imagery that goes beyond the bottle — that captures the heart of your story and turns it into visual poetry — I’d love to collaborate. Together, we can create images that don’t just show what you make, but invite people to experience it.
  • Product Photography → Intentional imagery of single hero products or hero ingredients with mood + story
  • Lifestyle & Editorial → Narrative-driven photographs that capture process, hands, and the place your craft comes from.
  • Cinematic Beverage Photography → Bold, moody captures of cocktails, wine, & spirits that feel tactile & alive.
  • Short-Form Video Content → Poetic, vertical films that move with light & texture, bringing you brand's story to life in motion.

Based in Clarksville, Tennessee - Open to Travel

austinclairephotography@gmail.com

Austin Hackworth

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