…or how photo quality impacts order growth
● Client’s request
The client approached us with the goal of a complete digital overhaul of their menu and delivery presentation. The sushi bar was using photos taken on a phone under poor lighting, which significantly reduced their visual appeal. Delivery sales were low, and the menus, both digital and for delivery apps, also featured low-quality images. Some dishes had no photos at all
● Goal
Revamp the visual identity for delivery platforms and menus
● Objectives
- Develop a cohesive visual concept
- Conduct a professional photoshoot
- Photo retouching
- Design assets for delivery apps and menus
- Redesign the offline / in-house menu
● Creating a cohesive visual concept
Given the client’s limited budget, we opted for a white background photoshoot. This allowed us to create versatile images while saving on retouching costs and complex set construction. The brand’s primary color scheme is white with orange accents — a color associated with fresh salmon
● Conducting a photoshoot
To create appetizing photos of the rolls, a professional photoshoot was conducted using professional equipment
● Photo retouching
After the shoot, all photos underwent meticulous retouching. We removed minor imperfections, cleaned up cheese smudges, and perfected the shape of each roll and its filling — ensuring every item looks as appetizing and natural as possible
● Menu design for delivery platforms
We decided to focus on the filling and highlight it in close-up shots. This helps customers quickly identify the ingredients of each roll and speeds up their decision-making
● Redesigning the in-house menu
The old menu was updated and redesigned to align with the new visual concept
Performance Growth After the Update*
*based on data from the client’s Yandex Vendor account (delivery aggregator)
- Revenue: more than tripled (+250%)
- Orders fulfilled: tripled (+211%)
Immediately after passing moderation on the delivery platform, an increase in orders was noticeable
One of the key reasons for the lack of revenue previously was low customer trust in the brand, caused by poor-quality photos and the absence of clear brand positioning
Even if the product is truly high-quality and made with good ingredients, dull, phone-taken photos create the impression that the food was thrown together hastily and the establishment operates unprofessionally. Customers choose with their eyes — and visuals become the primary trust factor
Furthermore, the lack of a clear visual identity makes it difficult to communicate what the establishment is all about: whether it’s an affordable budget option, a premium format, or something in between. When the visuals don’t reflect the brand’s level and style, the customer simply doesn’t understand if this place is for them — and chooses a competitor with a clearer and more appealing image
