Restaurant Fiz | Brand Storytelling
I’m often asked what I most enjoy capturing. The truth is, for me, it’s less about the subject itself and more about the depth of the collaboration—the people, the process, and the shared vision behind the brand. What truly excites me is working long-term with clients to document their evolution, translating their identity into a consistent, sophisticated visual language over time.
Effective brand storytelling through photography isn’t something that happens in a single shoot. It grows stronger when there’s time to explore the nuances: the culture, the craft, the environment, and the intention behind every detail. I’m most inspired when a project challenges me creatively and allows me to keep learning—especially when it involves thoughtful design, rich storytelling, and a culinary concept I personally connect with.
Restaurant Fiz embodies all of this. Partnering with Chef Hafizzul Hashim over two years as he brought his Southeast Asian fine dining vision to life in Singapore has been an inspiring journey—visually, creatively, and yes, gastronomically. This project reflects everything I value in restaurant photography: depth, narrative, and the opportunity to showcase something truly exceptional from the inside out.
When Fiz opened its doors in Singapore, it brought more than just World Class Southeast Asian cuisine—it delivered a deeply personal culinary narrative. As a food and restaurant photographer, capturing this story required more than styled shots of plated dishes. It meant documenting the essence of the brand: the rhythm of the kitchen, the provenance of ingredients, and the soul behind each creation.
At this level of fine dining, the process is as important as the plate. While shooting with Fiz, we focused on the craft—from the chef’s precise movements to the quiet rituals of preparation. We photographed the space as an extension of the dining experience: refined, intimate, and rooted in heritage.
This approach elevates restaurant photography beyond aesthetics. It communicates the brand’s identity, engages discerning diners, and builds trust across touchpoints—from leading press features to a premium on- and offline presence.
For luxury restaurants in Singapore looking to differentiate in a saturated market, storytelling photography is no longer optional—it’s essential. When the food speaks of legacy, technique, and heart, the visuals must too.
