The primary goal of this project was to develop a strong and authentic visual identity for Gofres, a growing national restaurant chain in El Salvador specializing in traditional Belgian Liège-style waffles.
Our approach focused on creating a natural, homemade kitchen aesthetic that reflects the brand’s origins and product authenticity. Instead of relying on heavy food styling, we emphasized real ingredients and organic presentation to highlight the true character of the product.
The shoot was executed on location, using controlled studio lighting combined with the existing environment. Dark backgrounds were intentionally used to create contrast, allowing the product, textures, and fresh ingredients to stand out visually.
Special attention was given to texture, color, and composition — focusing on highlighting the product through contrast and depth, while complementing the brand’s broader visual direction, which leans toward a clean, light, and airy aesthetic across its communication.
The final images were developed for multiple applications, including menu design, billboards, mupis, and brand communication, helping position Gofres as a recognizable and appealing option for breakfast, brunch, and casual dining, while reinforcing its growth as a national brand.
