photography is the front door to your brand
How Four Iconic Brands Use Imagery to Shape Identity
Scroll through the website of a brand you admire and pause — not to read the words, but to absorb the images. Chances are, you understand the brand’s essence before reading a single sentence. I’m always reminding people: we live in a visual world. And the strongest brands know exactly how to speak without saying a word.
That’s the power of good photography. It sets the tone before you ever speak.
In the best brands, photography isn’t just about showcasing a product or a space — it’s about building a persona. A visual rhythm that obscurely teaches you what to expect.
A few brands that I think have built an exceptional identity through the use of photography —
Belmond
Belmond’s photography reads like a love letter to leisure. Whether you’re looking at a train in the Andes or a villa in Ravello, the tone remains the same: rich, cinematic and transportive. Their images are softly lit, often framed like scenes from a film and always anchored in a sense of place. Not only does the photography incite the desire to travel for the viewer, but every photo is distinctively Belmond for anyone familiar with the brand.
Jenni Kayne
Few brands have built such a clearly defined aesthetic. Jenni Kayne’s photography captures a kind of California calm: warm light, soft textures, effortless living. The images aren’t dramatic, but they’re always intentional. You know exactly what season it is. You know what candle is burning. You can almost smell the breeze coming in over the Pacific when you see the imagery on the site.
Aesop
There’s something uniquely architectural about the way Aesop presents itself. Their photography reflects that same sense of balance and order: clean lines, neutral palettes and a pace that feels unhurried. Whether it’s a product shot or an interior, there’s space to breathe. Here’s where Aesop hits the nail on the head — they don’t just show you what products you need, they showcase a way of life that you should crave.
Celine
Under renowned French photographer Hedi Slimane, Celine’s photography has become unmistakable. It’s bold, high-contrast and unapologetically cool. Grainy black-and-white portraits, sharp silhouettes, something confident about every frame. There’s an entire personality to it. You don’t have to like the pieces to appreciate the clarity of their visual identity.
The Common Thread
These brands span different industries — fashion, hospitality, skincare — but they all understand one thing: photography isn’t something you outsource and forget. It’s something you protect, refine, revisit.
Companies like these work with photographers who understand the brand and adopt it as their own while working with them. They shoot with consistency in mind. And they trust their visuals to do just as much heavy lifting as the copy, product or PR.
It’s not about having the same image over and over. It’s about creating a visual atmosphere people recognize, remember and want to return to.
If your brand were a place, your photography would be the front door.
What kind of welcome are you offering?
xx,
Kathryn Ann
Are there any food related brands that you admire