The culinary industry is increasingly influenced by the art of visual storytelling. In an era where captivating digital narratives capture consumer attention, high-quality visuals have become essential for engaging audiences and establishing memorable brand identities. Restaurants and hospitality brands — ranging from large chains to niche establishments — leverage photography, videography, and cohesive branding to forge emotional connections with their audience. These strategies can be particularly transformative for small-scale ventures like GastroBar Saimaa, the educational restaurant operated by LAB University’s teachers and students.
The dynamic world of culinary artistry involves more than just food; it thrives on captivating visual narratives that resonate with audiences. Visual storytelling in the culinary industry goes beyond simply showcasing dishes. It entails creating a cohesive narrative that reflects a brand’s values, atmosphere, and customer experience.
![[Alt text: two pictures side by side, a sketch and the final image, hands cutting food with a knife.]](https://blogit.lab.fi/labfocus/wp-content/uploads/sites/8/2024/12/1087_2024_Engage-your-audience-1024x512.jpg)
Best practices for visual storytelling in culinary branding
Consistency across platforms strengthens brand recognition, as cohesive typography, colour schemes, and watermarks contribute to a unified identity (van Laer et al. 2019, 142). Gaining insights into the audience by leveraging analytics to identify engaging content types ensures the message is targeted and impactful. Furthermore, customizing content to align with each platform’s strengths — such as using Instagram for images and Facebook for videos — optimizes reach and engagement. Finally, high-quality visuals enable small-scale ventures to distinguish themselves in competitive markets. (Nikulina et al. 2024, 619.)
High-quality photography plays a crucial role in crafting a brand narrative. Each image should convey a distinct message, reflecting exclusivity, creativity, or warmth. Utilizing post-processing techniques, such as colour enhancement and careful editing, ensures that these visuals harmonize with the brand’s identity. (Van Laer et al. 2019, 140.)
Videos enhance visual storytelling by incorporating motion and sound. Storyboarding helps ensure that each frame has a specific purpose, creating a narrative that captivates viewers. Background music and Foley audio — such as the sizzling of pans and the clinking of glasses — add authenticity and emotional depth to these visual narratives (Nikulina et al. 2024, 612).
A culinary journey through storytelling
GastroBar Saimaa’s visual strategy aims to capture the vibrant energy of student-led events, the artistry behind each dish, and the carefully curated themes that make every event distinctive. The visuals from GastroBar Saimaa also highlight the significance of contributing to a broader narrative, moving beyond mere documentation to emphasize creativity and dynamism. (Pham & Maloney 2024.)
For example, the Halloween events at GastroBar Saimaa utilized low-light compositions and warm tones to create a spooky yet inviting atmosphere. In contrast, the VIP lunches showcased bright, natural lighting to convey sophistication and freshness. The use of dynamic sequences featuring food preparation, guest interactions, and teamwork illustrates the holistic dining experience at GastroBar Saimaa. Brand recognition was considered through colour scenes, and watermarks. (Pham & Maloney 2024.)
The future of culinary storytelling
Emerging technologies such as augmented reality (AR), interactive 360-degree videos, and live streaming provide new opportunities for audience engagement. These tools enable the creation of immersive brand experiences, allowing even small ventures like GastroBar Saimaa to captivate their audiences in innovative ways.
By harnessing the power of visual storytelling, culinary brands can move beyond traditional marketing methods and build deeper connections with their audiences. The journey of GastroBar Saimaa demonstrates that even small, student-led initiatives can make a significant digital impact through thoughtful, high-quality narratives that blend creativity with strategy.
Authors
Chris Maloney is a second-year student in Tourism and Hospitality Management at LAB University of Applied Sciences. He is capturing attention with visual storytelling strategies for culinary success at GastroBar Saimaa.
Taina Orpana is a Senior Lecturer in Business at LAB University of Applied Sciences and captivates her audience with engaging storytelling.
References
Nikulina, O., Müller, R., Zhang, T. & Chen, W. 2024. Narrate, Act, and Resonate to Tell a Visual Story: A Systematic Review of How Images Transport Viewers. Journal of Advertising, Vol. 53 (4), 605–625. Cited 3 Dec 2024. Available at https://lut.primo.exlibrisgroup.com/discovery/fulldisplay?docid=cdi_crossref_primary_10_1080_00913367_2024_2309921&context=PC&vid=358FIN_LUT:LUT&lang=en&search_scope=LUT_CAMPUS_CDI&adaptor=Primo%20Central&tab=Everything&query=any,contains,Visual%20story&offset=0
Pham, M. & Maloney, C. 2024. Expanding GastroBar Saimaa’s Online Presence Using Content Creation. Thesis. LAB University of Applied Sciences. Cited 4 Dec 2024. Available at https://www.theseus.fi/handle/10024/872443.
van Laer, T., Ruyter, K., Visconti, L. M. & Wetzels, M. 2019. Storytelling in the Digital Era: A Meta-Analysis of Relevant Moderators of the Narrative Transportation Effect. Journal of BusinessResearch, Vol. 96, 135–146. Cited 3 Dec 2024. Available at https://lut.primo.exlibrisgroup.com/discovery/fulldisplay?docid=cdi_crossref_primary_10_1016_j_jbusres_2018_10_053&context=PC&vid=358FIN_LUT:LUT&lang=en&search_scope=LUT_CAMPUS_CDI&adaptor=Primo%20Central&tab=Everything&query=any,contains,Brand%20Narratives%20in%20the%20Digital%20Era.&offset=0.
