OK Coffee is a five-outlet Cairo specialty roaster moving from a coffee-only menu to a full food and pastry programme. They asked Magy Studios to photograph thirty-two new items — pour-overs, batch brews, milk drinks, pastries, sandwiches, salads, and three signature desserts — in a unified style.
The brand's design language is restrained — concrete, raw plywood, brushed aluminium — and the founders wanted photography to match. No sugar dust catches. No syrup pours. No splash photography. They had seen too much of it.
Deliverables were the printed counter menu, the digital ordering app, in-store signage, and a launch social burst.
We built a still, almost industrial set: a hand-poured concrete slab, brushed aluminium tray, and a single grey wall. Coffee was photographed in clear glass to show extraction, not in branded mugs. Pastries were photographed mid-bite or split open — never whole.
Lighting was a single 4x4 silk overhead with deep negative fill on both sides. Shadows do real work in this set; the deeper the shadow, the more the light feels like architecture.
The look has since become reproducible internally. OK Coffee's social manager continues to shoot the same set with our exact rig diagram. We come back twice a year for menu drops.
Project closes
OK Coffee
Café Menu Photography, 2024
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