Only shoot with real product, never artificial food
Leave space for headlines and body copy on all contextual images
Shoot background plates to allow for adding length or width to a shot
Branded cups should be used for all beverages
For menu items, closely follow product build, unless product-specific photography guidelines state otherwise
ButterBurgers®
Shoot with cheese on top of beef
Always show double patty with closed bun
Avoid crowning with a pickle
Keep items in background out of focus
ButterBurgers with Dessert
Always show double patty with closed bun
Be mindful of dessert not overpowering burger
Consider including a side when possible
Shakes and Malts can appear in non-branded cups, but always include blue straw
Salads
Include grilled chicken, with the exception of Side Salads
Traditionally does not feature dressings, however, dressings may be included for new or limited-time products
Fresh Frozen Custard
Feature prominent "grimley" in Dishes, Cones and Sundaes images
Be mindful of using realistic portions for mix-ins and toppings
Concrete Mixers®
Texture should appear thick, with ridges and swirls
Should always feature a blue spoon
Concrete Mixers® should be shot in Culver's photography-specific plastic cups that feature the Concrete Mixers® logo facing camera
Color: Refer to reference photos of previous, similar photography when adding fruits or chocolate as mix-ins, to ensure the final color of the custard is accurate to how it looks when it's made and served in the restaurant
Sundaes
Always shoot in branded dish without spoon
Handcrafted Beverages
Should appear smoother and more “sippable” than Concrete Mixers
Cup choice can vary based on creative direction
If branded cup is used, "Shakes & Malts" logo must face camera
Always include blue straw
Lemon Ice and Smoothies
Branded cups and blue straws aren't required
Flavor of the Day
Feature prominent "grimley" in Dishes and Cones images
Aim for a balanced amount of visual mix-ins
Refer to Knockout Photography page for best practices for Flavor of the Day knockouts.
Propping Suggestions
Seasonal and freshness cues (e.g., fall colors, milk jugs)
Ingredients and toppings
Sides items
Equipment (e.g., custard scoop, spatula)
Resources
All images used in Culver’s marketing materials must come from the library on culversmarketing.com
