Xplora CaseStudy Kozarev

How does culinary photography tell stories?


“Kozarev is a small family business with one big mission – to prove that products can be produced in Bulgaria without compromising on quality and workmanship.


We had to create a visual strategy for Kozarev’s digital communication on Facebook and Instagram. And our goal was to build a brand identity that would reach a wide audience that appreciates the irresistible and authentic taste of dairy products. Our big goal was to get our users to recognize brand content at a glance as they scroll through their feeds. At the same time, we wanted to create top-of-mind awareness for Kozarev.


  1. The visual identity

We started the work by researching design trends in culinary photography. We dove into the profiles of competing brands, Bulgarian and foreign food bloggers to get inspiration and a clear idea of which visual elements and compositions catch consumers’ eyes. Thanks to this research and constant communication with the client and his idea of the visual tonality of the brand, we were able to create a MoodBoard, in which to weave trends with the spirit of “Kozarev”. In the end, we were able to create the foundations of an authentic brand communication identity where the story is central and the product is naturally present in the situation to find its place in the minds of consumers.

  1. Audience

Our next step was to get to know our audience. We started at the beginning with assumptions based on surveys and behavioral trends we have observed. We tracked what influencers were doing, which of their content was the most successful and what the user feedback was. In this way, we were able to get into the everyday life of the audience and discover which are the situations in which we can naturally weave Kozarev products. As a result of this step, we were able to create a concept where every post is a true gastronomic experience for every user.

  1. The magic of culinary history

After discussion with the client and final approval of the visual identity, we moved on to transforming this imaginary brand essence into its real face in front of the audience.

In order to plan the shoot and turn it into a true culinary story, we start the process by gathering ideas and discussing them monthly during brainstorming sessions. During it, we think about how to arrange the elements in the frame to create a better photo. We also select different formats to use to optimise the presentation of content on each of the social networks. Together with the team, we collect ideas for video recipes that are relevant and interesting in the specific period to meet the trends.

During filming, we try to stick to the references we have taken out in advance. We pre-set the looks for the montage and photographed the necessary ingredients and dairy packaging, in the appropriate perspective and lighting. In this way we mount the objects in their natural environment, with the right shadows and light.

Initially, we created an overall identity and vision for the brand. We wanted to stick to looks appropriate for Kozarev’s audience, supported by subtle elements of colour to give a sense of identity – such as the dotted lines and the leading green colour. As for the photos, we wanted them to have a “more luxurious” feel and style – to be simple sets, with softer colors, following one or close tonalities, without too colorful arrangements, relying on the contrast between dark and light in Instagram for example. We wanted the photos and video recipes we offer to exude a sense of sophistication, through careful selection of backdrops and matching lighting layouts to each set.

  1. The important ingredient – the words

When the design is ready, it’s time to put into the right words the story we are showing. Sometimes we talk about the experience of an irresistible dinner with a loved one. Another time for the time we leave to ourselves and a treat for the palate on holiday. And many more stories that make every consumer dream about the authentic taste of products in the small moments of their everyday lives.


Thanks to the photos and the stories we weave into them, we were able to increase our Facebook followers by 3.6K and Instagram followers by 919 within 2 years with content and well-optimized ad budgets. The brand’s visual identity is now easily recognizable, as are the products it offers.

How many Facebook followers were there before?

  • 1000

How many followers were on Instagram before?

  • 0

New followers on Facebook:

  • 3 600

New followers on Instagram:

  • 919

Number of engagements on Facebook

  • 85.7К

Number of organic engagements on Instagram


The specificity of the product allows us to unleash our culinary imagination constantly. Everyone knows that love passes through the stomach. With Kozarev products and the stories told in our culinary photography, smell the authentic taste of an irresistible dinner, delight the palate with lunch or a healthy snack.


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