According to the agency:
The brief was to bring to life the principle ingredient, preferably through the use photo-realistic images, with something that adds a touch of good humor before serving. The romantic image of the waiter’s hands gives positive connotations of good service and quality.”
The steady black and white photography helps to visually unify the whole range, which is complimented by use of simple bold typography to balance the design. The size of the ingredients, in color, have been exaggerated in relation to the plate to emphasize the high natural vegetable content of the soups in comparison to its competitor’s. This play on size coupled with the waiter concept adds the touch of humor. Bon appétit!