When Dawn Meats asked us to design a product brochure for their Food Service division we were faced with the challenge of making a catalogue of raw meat cuts look attractive. The budget did not stretch to include original food photography so we retouched a selection of stock cooked meat images in a unique style. The effect is a distinctive photography treatment which draws attention away from the raw food shots but still focuses very much on meat. Using an uncoated paper stock and a cream background throughout also softens the appearance of the raw meat shots without compromising them.