THE VISUAL IDENTITY
STARTER KIT
Enjoy this free guide made by the founder of RR Marketing Agency
Enjoy this free guide made by the founder of RR Marketing Agency
Why Visual
Identity Matters
Your visuals are the first impression
your business makes.
Before someone reads your captions or checks your website, they judge your brand
based on what they see.
A strong visual identity builds trust,
attracts clients and helps you stand out,
even in a crowded market.
The 8 Photos
Every Restaurant Needs
Chef or Owner Portrait
The human story behind the food.Interior Shot
Show the ambience, décor, overall vibe.Signature Dish Close-Ups
Details that highlight your tastiest dishes.Food in context
Dishes being plated, served, or enjoyed.Behind-the-Scenes
Kitchen shots, capture technique/energy.Guest Experience
Real diners enjoying real moments.Team Highlights
Chefs, servers, bartenders; authentic action.Vertical Social Content
Feed-ready visuals with movement.
The 8 Photos
Every Restaurant Needs
How your photos
shouldn't look
Your food could be amazing
but if your photos aren't
people won't go.
Avoid these mistakes:
Bad angle (straight top-down): Flattens the dish and kills texture; 45° is the golden angle for food pictures.
Poor lighting & muted colors: Image is too dark, making the food look dull; bright, color-corrected photos get higher saves and shares.
Texture not visible: Shadows and flat lighting hide texture, texture is one of the biggest engagement drivers in food content.
Messy plate + distracting background: Smudges and a visible menu reduce professionalism and pull the viewer’s eye away from the dish.
No ambience or storytelling: Doesn’t communicate the restaurant’s vibe, ambience shots increase profile visits and time-on-post.
Weak framing/composition: Too much empty space and no focal point; tight, intentional framing performs better in vertical formats.
Not optimized for organic reach: This photo wouldn’t stand out as a feed thumbnail or Reel cover due to low brightness and poor contrast.
The 8 Photos
Every Restaurant Needs
How your photos
should look
Why?
Strong angle (45° hero shot): Shows depth, texture, and layers of every dish; this angle consistently performs best on Instagram and TikTok for food content.
Bright lighting & vibrant colors: The dishes look fresh and appetizing; well-lit, color-accurate photos generate more saves, shares, and profile visits.
Texture clearly visible: You can see the creaminess of the pasta, the crispiness of the pastries, and the richness of the toppings; texture drives engagement.
Clean plates + appealing background: The table is tidy, and the colorful seating adds personality without distracting from the food.
Clear ambience & storytelling: The warm restaurant setting communicates experience, comfort, and quality; key for attracting diners organically.
Strong framing/composition: The main dish is the focal point, and supporting items create a balanced, visually rich layout that holds attention.
Multiple items = higher engagement: Featuring drinks, appetizers, and desserts in one scene increases shareability and inspires
“I want to try this place” reactions.
The 8 Photos
Every Restaurant Needs
An example of a strong visual identity
The 8 Photos
Every Restaurant Needs
Why Visual
Identity Matters
Your visuals are the first impression your business makes.
Before someone reads your captions or checks your website,
they judge your brand based on what they see.
A strong visual identity builds trust, attracts clients,
and helps you stand out (even in a crowded market).
Your visuals are the first impression
your business makes.
Before someone reads your captions or checks your website, they judge your brand
based on what they see.
A strong visual identity builds trust,
attracts clients and helps you stand out,
even in a crowded market.
The 8 Photos
Every Restaurant Needs
Chef or Owner Portrait
The human story behind the food.Interior Shot
Show the ambience, décor, overall vibe.Signature Dish Close-Ups
Details that highlight your tastiest dishes.Food in context
Dishes being plated, served, or enjoyed.Behind-the-Scenes
Kitchen shots, capture technique/energy.Guest Experience
Real diners enjoying real moments.Team Highlights
Chefs, servers, bartenders; authentic action.Vertical Social Content
Feed-ready visuals with movement.
The 8 Photos
Every Restaurant Needs
Chef or Owner Portrait
The human story behind the food.Interior Shot
Show the ambience, décor, overall vibe.Signature Dish Close-Ups
Details that highlight your tastiest dishes.Food in context
Dishes being plated, served, or enjoyed.Behind-the-Scenes
Kitchen shots, capture technique/energy.Guest Experience
Real diners enjoying real moments.Team Highlights
Chefs, servers, bartenders; authentic action.Vertical Social Content
Feed-ready visuals with movement.
How your photos
shouldn't look
Your food could be amazing
but if your photos aren't
people won't go.
Avoid these mistakes:
Bad angle (straight top-down): Flattens the dish and kills texture; 45° is the golden angle for food pictures.
Poor lighting & muted colors: Image is too dark, making the food look dull; bright, color-corrected photos get higher saves and shares.
Texture not visible: Shadows and flat lighting hide texture, texture is one of the biggest engagement drivers in food content.
Messy plate + distracting background: Smudges and a visible menu reduce professionalism and pull the viewer’s eye away from the dish.
No ambience or storytelling: Doesn’t communicate the restaurant’s vibe, ambience shots increase profile visits and time-on-post.
Weak framing/composition: Too much empty space and no focal point; tight, intentional framing performs better in vertical formats.
Not optimized for organic reach: This photo wouldn’t stand out as a feed thumbnail or Reel cover due to low brightness and poor contrast.
How your photos
should look
Why?
Strong angle (45° hero shot): Shows depth, texture, and layers of every dish; this angle consistently performs best on Instagram and TikTok for food content.
Bright lighting & vibrant colors: The dishes look fresh and appetizing; well-lit, color-accurate photos generate more saves, shares, and profile visits.
Texture clearly visible: You can see the creaminess of the pasta, the crispiness of the pastries, and the richness of the toppings; texture drives engagement.
Clean plates + appealing background: The table is tidy, and the colorful seating adds personality without distracting from the food.
Clear ambience & storytelling: The warm restaurant setting communicates experience, comfort, and quality; key for attracting diners organically.
Strong framing/composition: The main dish is the focal point, and supporting items create a balanced, visually rich layout that holds attention.
Multiple items = higher engagement: Featuring drinks, appetizers, and desserts in one scene increases shareability and inspires
“I want to try this place” reactions.
Strong angle (45° hero shot): Shows depth, texture, and layers of every dish; this angle consistently performs best on Instagram and TikTok for food content.
Bright lighting & vibrant colors: The dishes look fresh and appetizing; well-lit, color-accurate photos generate more saves, shares, and profile visits.
Texture clearly visible: You can see the creaminess of the pasta, the crispiness of the pastries, and the richness of the toppings; texture drives engagement.
Clean plates + appealing background: The table is tidy, and the colorful seating adds personality without distracting from the food.
Clear ambience & storytelling: The warm restaurant setting communicates experience, comfort, and quality; key for attracting diners organically.
Strong framing/composition: The main dish is the focal point, and supporting items create a balanced, visually rich layout that holds attention.
Multiple items = higher engagement: Featuring drinks, appetizers, and desserts in one scene increases shareability and inspires
“I want to try this place” reactions.
People decide where to eat
before they read the menu.
If your visuals don’t sell the experience, someone else’s will.
The 8 Photos
Every Restaurant Needs
An example of a strong visual identity
The 8 Photos
Every Restaurant Needs
Don't let your
competitors take
your reservations.
Next steps start
Whenever you're ready.
This is the part most business
can't do alone... and shouldn't.
Don't wait.
Get a FREE consultation with us
and upgrade your visuals today.
Montreal, QC & Halifax, Nova Scotia
Call 438-888-5878
Email: [email protected]
Site: www.rrmarketingagency.ca