Packaged Food · 2023
Joya Honey — E-commerce Catalog
Joya Apiaries · Catalog & E-commerce Photography
Joya Apiaries produces eight raw single-origin Egyptian honeys — black seed, sidr, citrus, clover, wildflower and three regional rarities. Their previous e-commerce shoot felt generic: jars on a marble slab, drizzles in mid-air. They wanted to relaunch the catalog to communicate provenance.
Each honey needed a primary white-background pack shot for retail platforms, plus a secondary lifestyle image that conveyed where the honey came from and what it tasted like. The catalog had to be expandable — a ninth and tenth honey were expected within six months.
Critically, the lifestyle images had to read as documentary, not staged. The brand insisted that nothing in those frames should be obviously prop-styled.
We shot pack shots on a high-key studio setup with custom shadow grading — never the usual e-commerce flat lighting — so the jars retain a sense of weight and the honey reads as a liquid not a graphic.
For the lifestyle work we collaborated with the apiary itself. We drove to three farms across the Delta and the Sinai and shot honey being poured, harvested, jarred, eaten. Black seed honey was photographed at the field where it was foraged. Clover at a kitchen table, with bread.
The catalog now reads as a small atlas of Egyptian beekeeping. Conversions on the brand's DTC site rose meaningfully in the months after relaunch.
Project closes
Joya Apiaries
Catalog & E-commerce Photography, 2023
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