Scratch Dig-In-Chicken

Mar 10

Elevating Fast Food with High-Quality Food Photography

Brand Overview

Scratch Dig-In Chicken, a brand under Harbor Wholesale, is passionate about creating craveable chicken that transcends the typical fast-food experience. They focus on crafting chicken that is both flavorful and crunchy, with a brand identity that feels elevated and gourmet, setting them apart from traditional fast-food establishments.

Project Objective

To create a library of imagery for the Scratch Dig-In Chicken launch, elevating the perception of the brand beyond standard fast food. The goal was to showcase the chicken in a way that emphasized its quality and gourmet appeal, highlighting its "crafted for crunch and crafted for flavor" promise.

Production Challenges

The core challenge of this project was elevating the perception of fast-food fried chicken while staying true to the product at hand. Transforming a food created for convenience stores into something that felt gourmet and visually appetizing required a strategic approach to styling and photography. This challenge was heightened due to the test kitchen location we needed to shoot in, which was not photogenic.

Creative Process

To create the desired aesthetic, I brought in my Replica Surfaces and backdrop stand, constructing portable sets within the test kitchen. I chose a combination of slate, marble, and subway tile backdrops to achieve a gourmet, upscale vibe. Then I styled the dishes with fresh herbs on real dishes for some shots, while showcasing the chicken and fries in their actual packaging to represent the customer experience in other images. This approach allowed me to create a diverse range of images that balanced aspirational styling with realistic product representation.