Tutta Bella: Solving Wrapped Product Photography for Launch-Ready E-commerce Assets
Client: Tutta Bella
Goal: Create clean, consistent hero images of Tutta Bella’s frozen pizzas while keeping them in their cellophane wrap, so customers could clearly see what they were purchasing and the product presentation felt true to what arrives.
What we made: Top-down hero product images for approximately seven SKUs across five pizza flavors (including two-pack variants), delivered as horizontal images on white plus transparent background versions.
Where it was used:Ecommerce listings, DoorDash, Costco, and Tutta Bella’s website product pages, with possible use in internal sales materials.
Highlights:Solved a difficult cellophane reflection challenge without making the product look over-edited, while keeping the pizza clearly visible and the labels legible.
Value: Built a cohesive set of hero images that gave Tutta Bella a more consistent visual standard across their product listings and supported both launch and refresh needs.
The Challenge
Tutta Bella needed hero product images for frozen pizza SKUs launching across e-commerce and retail channels, including DoorDash and Costco.
The pizzas needed to be photographed frozen, still in the cellophane wrap. That was a deliberate choice. The client wanted the images to reflect exactly what customers would receive.
The problem was the wrap itself. Cellophane creates strong reflections that make the pizza hard to see and labels difficult to read. The challenge was reducing glare without losing the natural, realistic look of the product.
What We Did
We led project planning and product photo execution, with a focus on building a consistent set of launch-ready hero images that would work across multiple sales channels.
Test shoot and pre-approval
Before final production, we ran a test shoot to show the client the visual direction, share a range of the delivered pizzas, and help them choose the strongest hero options for final capture.
That step mattered. It gave both sides a clear picture of what was possible and what technical challenges needed to be solved. After reviewing the test shots, Tutta Bella sent additional pizzas so the final images could be built from the best available product.
Reflection control
The cellophane wrap was the main technical challenge, so the shoot was built around a reflection control strategy.
We captured multiple exposures while selectively blocking light in different areas. That approach created a range of highlight options to work with in post, making it possible to:
Keep natural highlights where they added to the image
Reduce harsh reflections in key areas
Make the pizza clearly visible through the wrap
Keep the label legible and clean
The result was a wrapped product that looked realistic and polished, ready for ecommerce use.
How we worked together
The process was straightforward.
We shared images through an online album so the client could review and send feedback as the project moved forward. The test shoot helped align on the look early. The client reviewed and selected their preferred hero options before final capture. Feedback was applied during the final edit, and images were delivered in the exact formats needed for platform use.
Making key decisions early kept the final production focused and reduced surprises on both ends.
What this unlocked for Tutta Bella
Tutta Bella came away with a cohesive set of hero images ready for ecommerce and retail listings.
Before this project, the product visuals were less consistent across SKUs. The new images brought a cleaner, more unified look to the product line, making it feel more polished and shelf-ready.
The final asset set helped them support a frozen pizza launch with stronger visuals, create consistency across product listings, and show the product clearly while staying true to what customers actually purchase.
Julia and Andrew shared that they loved how the images turned out, which confirmed the approach worked both creatively and commercially.
