Takayama, Japan

Japanese restaurants are abundant in Takayama. Because of this, Hids’ Cafe and Bar (HCB) is a culinary oasis. For those who have had their fill of local cuisine, HCB is a godsend. But with offerings like succulent grilled chicken (served with blackened corn and zucchini), classically battered fish & chips, and juicy steak platters, it will be hard for anyone to pass on HCB’s menu.

HCB also serves as a bar. From Hida beer to a signature ninja cocktail, fresh kiwi-shochu concoctions to perfectly crafted espresso drinks, HCB has a slew of beverage options to quench any thirst.

The cafe’s interior is tasteful and the atmosphere is inviting. Simply put, HCB is one of those places where you pop in for a quick bite of lunch and end up leaving two or three hours later.

The Problem

With so many F&B options around Takayama’s tourist district, HCB wanted to ensure that customers didn’t just stop to have a peek inside. They wanted clientele to swing open the doors, grab a table, and indulge in the carefully crafted menu.

HCB realized that customers don’t choose a restaurant solely based on location. Consumers want atmospheric interiors. We want to dine at restaurants with five-star reviews. We want visuals of our meal options. For some reason, we feel a need to see a dish before we order it. When it comes to food, visuals make us salivate.

HBC had it all; a modern menu, stellar staff, and inviting space. All Hids’ lacked was the imagery that would entice entrée orders.

The Solution

HCB decided to commission a full run of their food and beverage offerings for both print and digital platforms. After meeting with management, we decided to correlate the project visuals to the defining characteristics of the location. Additionally, we settled on a few guiding words that would move us towards a mood for the imagery.

Simple. Open. Sleek. Chic.

I decided to utilize large amounts of negative space, clean compositions, and some of the colors that reminded me of Takayama (greens and bright browns found in the cedar forests of the surrounding mountains and the grays of the cobblestone streets leading from HCB’s doorstep to Takayama Station nearby).

I also decided to strip the compositions of the accouterments commonly seen in modern food photography. I didn’t want flatware, massive sprigs of garnish, or dashes of spice strewn all over the place. I wanted the focus to be on nothing but the amazing food and beverages made at HCB.

The Result

The images produced during my time in Takayama are not only being used in-house by HCB but are also being utilized on TripAdvisor and other social media channels. Hids’ is already being recognized as one of the best cafes in Takayama and links to HCB are popping up on a number of tourism websites. Since launching its F&B visuals campaign, HCB has reported an increase in customer volume and overall revenue.

Is your business in need of new imagery? If so, get in touch today to discuss your commercial food photography project in Tokyo, throughout Japan, or beyond.