Mashoub

About this project

Client: Mashoub

Services: Photography, Art Direction

Mediums used: Studio Food Photography, Social Content Design

Give Mashoub a set of studio food images with enough graphic punch to hold a social feed and enough detail to make the chicken genuinely craveable.

Fried chicken is one of the hardest things to photograph well and one of the most photographed things in the category. Shot badly it reads greasy and flat; shot generically it looks like every other QSR feed. As the chicken half of Sahab Kitchen, Mashoub needed a visual signature distinct from its sister brand Someburg while still reading as part of the same house.

We shot in studio on saturated colour backdrops — deep green shared with the wider house, plus a purple that belongs to Mashoub alone and separates it from Someburg at a glance. Overhead cooling-rack compositions arranged tenders graphically across the frame with hard directional light to make the coating read sharply at any crop, while gloved-hand shots gave the shawarma-style sandwiches scale and movement.

• Photography: Shot studio food photography across the menu — cooling-rack flat-lays, sauce and product detail, and in-hand sandwich shots.
• Art direction: Set the colour-backdrop system and styling rules that keep Mashoub recognisable next to Someburg.
• Content delivery: Produced feed-ready crops from each session for ongoing social use.

Mashoub has a food library with a clear visual signature — graphic, colour-forward studio work that stands apart both from its sister brand and from a category where most competitors shoot the same flat product shots.