On top of the TCHO factory tour a couple weeks back, I spent some time developing a product shot of Black Hand Chocolate Milk Stout. I’m not very fond of simple photos of beer bottles on a plain background. Yes, it’s important to keep the focus on the beer label, but the environment surrounding the bottle can tell a supporting narrative, about the beer and the brand. Not trying to add another layer of meaning and engagement is a lost opportunity.

For Black Hand Chocolate Milk Stout I wanted to create a very noir setting. I needed the scene to be dark with a single light source to mimic the label design, featuring a bound figure looking towards the light and an approaching black hand. I did this by punching a whole through a cardboard box and shining my light through the small hole, which created a controlled beam. I also placed objects around the bottle to reinforce the interrogation scene. A wrench, razor blades, drill bits, and chain are the “truth telling devices.”

Below is an example of how I also use these photos to promote events, which is why I often leave negative space around the bottle.