LEMONAD MEDIA

Case study · 03 / 04 · La Marcha

La Marcha

Berkeley’s Spanish tapas kitchen, photographed one menu at a time: tapas, brunch, paella, and the chef herself.

Brunch service from above at La Marcha, Berkeley: oxtail with fried eggs, toast, and the weekend menus

Client La Marcha Tapas Bar

Location Berkeley, CA

Deliverable Menu photography · recipe sets · catering · ongoing

The brief

Menus change. The look cannot. La Marcha needed each new menu photographed to sit beside the last one, season after season, without the set drifting into a different restaurant.

How the shoot ran

A standing recipe-set treatment: the same surfaces, the same palette, the same light logic, so a dish shot this spring matches one from two seasons ago. Service and room frames get shot in the restaurant; the recipe sets run on the standing set.

Seafood paella styled with its raw ingredients around the pan - recipe photography by Lemonad Media — La Marcha

Plated grilled octopus over a white purée, presented at arm's length at La Marcha, Berkeley — La Marcha · Berkeley

The standing set

Heirloom tomato salad with whipped feta at La Marcha, Berkeley — FR 03

The chef sprinkling seasoning from height over the gambas in a ribbed blue bowl at La Marcha, Berkeley — FR 04

Syrup poured from a small ceramic pitcher over fried chicken on a waffle, a purple pansy and microgreens on top, at La Marcha, Berkeley — FR 05

Tomato and cucumber salad plated close-up on a dark ground at La Marcha, Berkeley — FR 06

Croquette bowls lined for catering service, for La Marcha, Berkeley — FR 07

Brunch from above at La Marcha, Berkeley: tortilla, eggs, croquetas and gambas across the table — La Marcha · Berkeley

Plated eggs benedict with salmon and avocado on toast at La Marcha, Berkeley, brunch service — La Marcha · Berkeley

Brunch pastries flat-laid over the menus at La Marcha, Berkeley — La Marcha · Berkeley

A spiced latte with dried citrus at La Marcha, Berkeley — La Marcha · Berkeley

The kitchen, and the chef

A charred octopus tentacle curled over white sauce at La Marcha, Berkeley — FR 12

The chef, arms crossed in black, at La Marcha, Berkeley — FR 13

A catering tray of seafood paella with prawns, mussels and clams for La Marcha, Berkeley — FR 14

A violet gin sour crowned with cornflowers at La Marcha, Berkeley — FR 15

Where it landed

Years of menus with one recognizable look, from the tapas list to the brunch card.

More from this kitchen: food photography restaurant photography cocktail photography

The brick dining room at La Marcha, Berkeley: the arches mural over the set tables, plates down, the brass mirror catching the light

A menu that changes faster than your photos do?

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