Why I Do What I Do: My Journey Into Food & Brand Photography in NZ

Choosing a photographer is more than just ticking a box. It’s about finding someone who gets what you’re about, who knows how to showcase your food, product, or brand in a way that feels authentic and draws people in.

For me, photography isn’t just a job. It’s my passion, my craft, and honestly, a bit of an obsession. But to really explain why I do what I do, let me take you back to where it all started.

My Early days Behind the Lens

I grew up in Provence, surrounded by good food, vibrant colours, and the kind of light that makes you stop and take notice. As a kid, I borrowed my parents’ camera, completely fascinated by the way one click could freeze a moment in time.

It wasn’t about taking perfect photos back then, it was about curiosity. How do you capture the little details? How do you show the joy of people gathered around a table? Those early experiments planted a seed that would eventually grow into the career I have today.

From Passion to Profession

Fast forward through years of learning, mentorship, and plenty of trial and error, photography turned from a hobby into my dream job.

I’ve now got over ten years of professional experience behind the lens, specialising in food, product, lifestyle, and brand photography. Along the way, I’ve had the chance to work with incredible clients, helping brands across New Zealand (and beyond) tell their stories through imagery.

And here’s the thing: every project teaches me something new. It’s not just about getting the lighting right or styling the plate (though that's important too). It’s about listening, understanding what matters to you, your brand, and your customers.

Why I specialise in Food & Brand Photography in NZ

Why Food Photography?

People sometimes ask why I’m so drawn to food photography. The simple answer? I love food. I love cooking, eating, sharing meals, and discovering new cuisines. Food connects people and I think that deserves to be captured beautifully.

There’s something magical about making food look as delicious in a photo as it tastes in real life. It’s about highlighting textures, colours, and details that make people want to reach through the screen and take a bite.

And for your business, it’s about showing your dishes or products in a way that gets customers excited, whether you’re a local restaurant in Hamilton, a kiwi brand, or an agency looking for the right creative partner.

Why Brand Photography?

Food is one part of what I do, but brand photography is just as close to my heart.

Your brand is more than just a logo or a product shot, it’s the experience you give your customers, the way they feel when they see your photos online. My job is to translate that feeling into imagery that actually works for your business.

That could be lifestyle photography showing your products in use, styled flatlays that pop on your website, or behind-the-scenes content that builds trust with your audience.

At the end of the day, it’s not about my style, it’s about your brand. I adapt my creativity to highlight what makes you stand out.

My Approach: Natural, Collaborative, and Real

If you’ve worked with me (or even just followed me on Instagram), you’ll know I’m not all about stiff, over-posed setups.

I prefer a natural, collaborative approach. Yes, I’ll guide you when needed, but I also like to capture those candid, in-between moments (the ones that really show personality).

For food and products, I’m hands-on with styling, textures, and lighting. For people, I focus on making the process easy and enjoyable, even if being in front of a camera feels intimidating.

And collaboration is huge for me. I believe the best results happen when we work together, blending your ideas with my creative direction.

What This Means for You

So why am I telling you all this? Because when you hire a photographer, you’re not just hiring someone to click a button. You’re bringing in someone to help represent your brand, your products, and your vision to the world.

My “why” is simple: I love what I do, and I want to use my skills to help your business thrive. That mouth-watering food photography for your menu, sleek product shots for your online store, or brand imagery that ties everything together. I’ve got you.

A Few Facts About Me

Since this is my “why” post, it wouldn’t feel right not to share a little more about me beyond the camera:

• I live in Hamilton, but I’m always happy to work remotely from my home studio or travel for the right project, and I love location shoots.

• I’m obsessed with delicious food.

• When I’m not photographing or editing, you’ll probably find me dancing, in the kitchen or spending time with my daughter and fiancé.

• I’m passionate about sustainability and love working with local businesses.

• I’m a morning-coffee-lover, and cafés are often where I get my best ideas.

Let’s Create Something Together

If you’re here because you’re searching for food or brand photography in Hamilton, Waikato, or anywhere in NZ, I’d love to chat.

I bring creativity, experience, and a whole lot of passion to every shoot, but more importantly, I care about helping your brand grow with photography that works for you.

📧 You can get in touch with me here or at picturedbylucie@gmail.com

Check out my portfolio to see some of my work.

Let’s make your brand stand out in the best way possible.

In front and behind the camera for a soft plastic campaign at My Food Bag.