The Earthy

Brief

The Earthy is a plant-based brand focused on superfood-rich, Asian-inspired overnight oats, designed for people who don’t want to compromise on nutrition, taste or convenience. I first came across it on Delli, a website I love for finding new and interesting independent food companies. Created by founder Jia, the brand was born from her own experience of struggling to find healthy breakfast options in the UK that were nutritious, but still actually tasted nice…

The aim of this shoot was to create natural, lifestyle-driven content that communicated the flavour but also the convenience behind the products, showing not just what The Earthy looks like, but how it fits effortlessly into everyday life.

Approach

With this project, I wanted to push past simple pack shots and lean into visual storytelling, focusing on the product’s texture, colour and personality, as well as the founder’s story and brand values.

Each shot was designed to evoke the flavour cues of the overnight oats- think creamy textures, bold toppings, and warm, earthy tones inspired by ingredients like matcha, black sesame, and goji berries. The goal was to make people feel like they could almost taste it.

I also captured the products in situ, at breakfast tables, on-the-go, or in soft morning light, to show how easily they slot into busy routines without mess or fuss. The Earthy is about modern, balanced living, and I wanted every image to reflect that.

Underlying all of this was a desire to convey Jia’s passion, her belief that food can be functional, delicious, and emotionally resonant, and that plant-based convenience doesn’t have to mean compromise.

Shoots like this are a reminder that brand photography is never just about the product. It’s about flavour, lifestyle, and helping small businesses tell a bigger story.