When a product-based business is preparing to launch, the brand’s visual presence becomes one of its most powerful assets. But purposeful imagery doesn’t happen by accident. It comes from thoughtful planning, a clear creative direction, and a deep understanding of how each image will be used across the brand ecosystem.
This is the heart of Sarah Eliza Images, not simply taking photos, but designing a cohesive visual library that supports every touchpoint of the business.
When Steph and Eline, founders of Fettchi, reached out to create the imagery for their brand launch, we mapped out a multi-layered photography plan that would carry them through their website, e-commerce listings, social media, wholesale collateral, and future campaigns. What unfolded was a beautifully intentional visual strategy that helped their brand enter the market with confidence and clarity.
Why Planning Matters in Melbourne Product Photography
Strong brand visuals are rarely created in isolation. They work best when they’re part of a considered plan, one that blends e-commerce clarity with lifestyle storytelling, founder connection, and campaign moments.
Planning a project at this level helps:
- Build consistency across every platform
- Save time long-term by creating a reusable visual library
- Showcase the product in multiple contexts
- Provide variety for ongoing marketing
Ensure imagery is aligned with brand values and target audiences
For Melbourne product photography, especially in a saturated and sophisticated market, planning is what elevates a product from simply being seen to truly being desired.
The Visual Strategy Behind Fettchi’s Brand Launch
Before photographing anything, I immersed myself in the heart of the Fettchi brand, their brand colours, their story, their customer experience, and their commitment to creating practical, beautifully designed drink bottles and accessories.
From this foundation, we identified four key image categories the brand would need:
- E-commerce product images for the website
- Styled images to express brand personality
- Lifestyle imagery to show the product in real-world use
- Founder branding portraits to humanise and strengthen the brand story
- Seasonal imagery to support Christmas marketing and future campaigns
Each category served a different purpose, but together, they formed a cohesive visual library that could grow with the brand.
E-Commerce Images. Crisp, Clean and Conversion-Focused
E-commerce photography is about clarity, consistency and trust. Fettchi needed images that showcased the details of their bottles and lids, the finishes, the colours, the functionality, and the thoughtful design elements that make their products stand out.
We created:
- Clean, refined product images
- Multiple angles for accurate product representation
- Consistent lighting and framing across the range
- Close-up details for online shoppers
These images became the backbone of their website and online retailers, the place where customers make purchase decisions.
Styled Product Imagery. A Visual Expression of the Brand
Styled imagery allows the personality of the brand to shine.
For Fettchi, the visual direction was:
- Naturally lit
- Warm and inviting
- Backdrops with branding colours
- A blend of lifestyle textures
We incorporated accessories and tonal details to create a refined aesthetic that felt aligned with their brand identity, feminine, modern and practical. These images were designed for social media, banners, email marketing and wholesale presentations.
Lifestyle Imagery. Real People, Real Moments, Real Connection
Lifestyle images were essential for demonstrating how Fettchi fits into everyday life, at the gym, on a walk, in the office, at home, and even out with the dogs.
We planned sessions that captured:
- Outdoor imagery with dogs and people
- Indoor lifestyle scenes including yoga, workspaces and everyday routines
- At the office on a desk
- Realistic, natural interactions with the product
- Visual cues that support the brand’s positioning
Lifestyle photography builds trust. It helps potential customers imagine the product in their own hands and in their own lives. For Fettchi, this imagery became the bridge between product features and customer connection.
Founder Branding Portraits. The Heart of the Visual Ecosystem
Brand imagery is not complete without the people behind the business. Steph and Eline are the heart of Fettchi, their creativity, their passion and their purpose shape everything they create.
We incorporated:
- Soft, warm portraits
- Natural settings
- Their signature sibbling puppies (which their audience adores)
- Moments of genuine connection between the founders
Founder photography builds authority and rapport. For women-led businesses, especially in Australia, people want to buy from people, not anonymous brands.
Eline later shared:
“Thank you from the bottom of our hearts, Sarah! You are truly incredible at what you do. From start to finish, we were blown away by your attention to detail, enthusiasm, and the genuine love you bring to your work. You’re an absolute blessing to work with, and we feel so lucky to have had you capture such a special moment for our brand. The photos are AMAZING — we’re obsessed!”
Her words reflect the depth of care and intentionality poured into this project.
Seasonal Imagery. Planning Ahead for Campaign Moments
Christmas and gifting campaigns were a key part of Fettchi’s marketing plan, so we incorporated seasonal imagery early in the project. Styled festive elements, soft ribbons, and thoughtful compositions gave them assets to use across social media, newsletters and promotional messaging throughout December.
Planning seasonal content ahead of time allows brands to market confidently and consistently, without last-minute stress.
The Power of a Cohesive Visual Library
The beauty of planning a multi-layered Melbourne product photography project is the way each category supports the others.
Together, Fettchi’s visual library now:
- Elevates their brand identity
- Supports their e-commerce performance
- Enhances their social media presence
- Creates consistency across campaigns
- Builds trust with customers
- Future-proofs their content needs
This level of intentional planning ensures every image has a purpose, and every asset strengthens the brand.
Planning Your Own Product Launch? Start with Your Visuals
Before your products hit the market, take time to consider:
- What platforms you’ll need images for
- How your customers will interact with your brand
- What emotions you want your imagery to evoke
- Whether your brand needs lifestyle, e-commerce, founder or campaign imagery, or a blend of all four
A well-planned visual strategy becomes one of the most valuable foundations of a successful launch.
If you’d like support planning your next photography project, I’d be honoured to help bring your vision to life.
