Equally beautiful are some very different images from an Ikea baking book Hembakat Är Bäst, or Homebaked Is Best, photographed by Carl Kleiner. In the last few years, a popular technique has been to photograph food from above – a bird’s eye view. The food styling, by Evelina Bratell, is unlike traditional baking books; ingredients are “laid out first in minimalist beauty, followed by the baked result. ” (Burgoyne, P. 2010, [online]) Swedish design and marketing agency Forsman & Bodenfors tried something different, inspired by high fashion and Japanese minimalism. The book puts the ingredients in focus as very graphic still-life shots, with the actual baked product as an afterthought.
|Carl Kleiner, Pepparkakor, in Hembakat Är Bäst, 2010.