Photo © Emma F

Client: Sal Monella's Fine Italian Restaurant

Project: Photography needed for rebranding effort that will include everything from menus to ads to table tents.

Our project now is to focus on photography for the menu cover as this will be the flagship piece for the brand.

Situation: Sal Monella's has an image problem that they are trying to correct by upgrading the look and feel of their materials. Their name is an obstacle that they need to keep (It was the founder's name), so they are looking to upgrade their image through a classy, high end look that will attract a polished audience and make them feel as if they won't get sick when they eat there.

Project Goal: Create elegant, high-end photography that positons the restauant as "the" fine dining experience

Must Haves: Sal's has a following for their salt and pepper shakers. It's their request, that their salt and pepper shakers must appear on the cover of the menu. Aside from appealing to a high-end audience, that is the only requirement. Everything else is fair game. The photo can be indoors or outdoors. There can be food or no food. People or no people. The salt and pepper shakers can be the subject or they can be tertiary... It's up to the creative mind of the photographer.