Product Imagery for Upscale Winery

With the tagline, “Indulgence begins in the vineyard” it is immediately clear that Diora is an upscale, premium winery brand. Located in the Santa Lucia Highlands region of Monterey County, California, Diora specializes in producing Chardonnay and Pinot Noir wines. According to one wine website, “Diora's wines are known for their complexity, balance, and depth of flavor, and they are highly sought after by wine collectors and enthusiasts.” The Diora brand is light, airy, and feminine and has a focus on inspiring occasions. It is the very definition of an “everyday luxury product,” which as you know, is my favorite type of brand to work with.

I received a brief from Diora stating that the brand wanted to “develop a collection of timeless brand assets showcasing Diora’s products for use on social media.”

The specific concept they requested was a wine and food pairing including Diora Chardonnay with butternut squash soup and Diora Pinot Noir with mushroom pasta, shot in a lifestyle kitchen/dining setting. While I think this may have been one of the most specific branding briefs I’ve ever received, I was excited to fulfill the art direction for this brand photo shoot.

I shot all of these images in my studio using Replica Surfaces backdrops, sticking with wood tones and upscale vibes like marble and slate. I had a hand model come in and help me with some pouring and garnishing shots to add a little interest to the imagery. And I added in a few upscale props like candles and gold silverware to set the tone for the images.

I was thrilled with the brand’s response to these images as they requested to purchase additional usage rights for two of their favorite shots. Can you guess which images? Leave a comment letting me know your guesses!