Photography
Our photography is a celebration of our customers, our products,
and our company. Therefore these images should feel honest, delightful, and inspiring and reflect Daraz’s core values.
Categories
Our photography is split into three categories - People, product, and
environment. Each category provides visual guidance on how to best
communicate with customers, sellers, and our employees
Our photography is split into three categories - People, product, and
environment. Each category provides visual guidance on how to best
communicate with customers, sellers, and our employees
People
People are at the heart of our brand. We capture authentic
moments shared by our customers, sellers and employees.
People are at the heart of our brand. We capture authentic
moments shared by our customers, sellers and employees.
People Hero
People + Product
People - Art Direction
Lifestyle photography and portraits of our customers, sellers and
employees are key to making our brand feel more human and
approachable. We always seek to capture people in candid moments
in their own environment from a customer's home, a seller's store
or Daraz driver's delivery vehicle.
In their own environment
Feature our customers, sellers and employees in their city/town’s outdoor environment. We operate across five different countries and the diversity of these places should be celebrated.
Show unique personalities
All our customers are individuals and their experience with Daraz should reflect their individuality.
In the moment
Capture people in genuine moments.
Natural and Authentic
Feature our customers in bright, natural light (where possible).
Guiding principles
Show unique personalities
In their own environment
In the moment
Natural and authentic
Mood and Tone
Our art direction should always feel like optimistic and intimate insight to a genuine experience or expression had by our customers and sellers. We capture people in candid moments of enjoyment where the subject is uninhibited in the camera’s presence.
Intimate and candid moments
Optimisitic and positive feeling
Capture authentic human expression and emotion
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Composition
People should always be the hero element centred in the frame of all compositions. We can zoom out of our compositions to show the context of the subject or zoom in to focus on emotion and of the subject. Illustrated in this diagram are three examples of how to use the camera zoom to create compelling compositions.
Centre subject in frame
Use camera zoom to add context or focus exclusively on the subject
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Composition
People should always be the hero element centred in the frame of all compositions. We can zoom out of our compositions to show the context of the subject or zoom in to focus on emotion and expression of the subject. Illustrated in this diagram are three examples of how to use the camera zoom to create compelling compositions.
Centre subject in frame
Use camera zoom to add context or focus exclusively on the subject
Composition
People should always be the hero element centred in the frame of all compositions. We can zoom out of our compositions to show the context of the subject or zoom in to focus on emotion and expression of the subject. Illustrated in this diagram are three examples of how to use the camera zoom to create compelling compositions.
Centre subject in frame
Use camera zoom to add context or focus exclusively on the subject
Lighting
Whether we are shooting indoors with artificial light or outdoors with natural light, we always seek to create an optimistic and upbeat feel with lighting. To achieve this, position the light source above and in front of the subject so the light shines down directly on to the subject's front. Vary light intensity to feel natural within the context of the day, time and environment.
Light subject from above
Create a positive and optimistic feeling with lighting.
Vary light intensity to match environment
Composition
Shape patterns are used as graphic backgrounds with products and typography, they can also be used as a graphic layer over photography.
Composition
Shape patterns are used as graphic backgrounds with products and typography, they can also be used as a graphic layer over photography.
Propping and context
The environment of our subjects help to tell the unique stories of our customers, sellers, and employees. We always show our subjects in their own environments to convey a sense of authenticity and reality. Use of props, location, and set dressing should feel natural and unstaged.
Environments should be relevant to the subject
Propping and styling should feel authentic and unstaged
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People Hero
Customers
We always seek to show customers experiencing a moment of enjoyment at any stage across their purchase experience. From unboxing a new item in their home to their new headphones.
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Sellers
Sellers are the many entrepreneurs that bring the Daraz platform to life. We aim to capture the empowered and optimistic feeling our sellers have through Daraz.
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Corporate
Corporate photography captures the many individuals who make up Daraz. Allow individual personality to shine through when showing employees.
People and Product
Customers
Showing customers engaged with our products is a key visual in our brand. We aim to capture customers directly engaged with our products, experiencing moments of enjoyment through various product types and experiences.
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Sellers
Sellers have ownership over their products. We want to show the sense of pride felt by Daraz sellers over their products.
Misuse
Please avoid the following treatments when sourcing, creating, and using photography assets for Daraz.
Please avoid the following treatments when sourcing, creating, and using photography assets for Daraz.
Do not use photography with heavy lens flares or
oversaturated lighting and colours
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Do not use photography that feels too cluttered or too dark
Do not use photography that feels cliche or photography that
does not genuinely reflect Daraz customers and audiences
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Do not use photography that is pixellated
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Do not use photography with unnatural or unrealistic compositions
Do not use photography that is too cold or too corporate
Product
Clear cut product
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Campaign
Product - Art Direction
The vast majority of Daraz product photography comes from our retailers. Our products should always look their best, therefore the following should always be kept in mind when using cut-out photography:
Clean and crisp
Always choose product shots that are well photographed and in high resolution .
Dynamic angles
Aim to use product shots that have a sense of depth and perspective. Avoid images that are flat and front on.
Sense of movement
You may slightly rotate product images to give a subtle sense of movement. Do not rotate product images that have base shadows.
Guiding principles
Clean and crisp
Dynamic angles
Sense of movement
Singular product
Clearcut photography is the primary way we show individual products. Always select the most dynamic angle of a given product before clearcutting the image.
Always take care to cut out images with accuracy
Always try to feature a single product in our designs rather than a collection of products. Simplicity shows confidence
Grouping products
In instances where more than one product is to be shown, consider the following examples for groups of two and three products and keep in mind the following:
Objects should be grouped with consideration of scale
One item can often be scaled larger than others to create a sense of heirarchy in the group
Objects should be grouped along a straight horizontal line
Product photography campaign
In instances where we shoot product for campaigns, our approach should always feel harmonious with the rest of our brand’s graphic language. These images should feel delightful and crafted, with strong attention to details in set design, lighting, and composition.
In instances where we shoot product for campaigns, our approach should always feel harmonious with the rest of our brand’s graphic language. These images should feel delightful and crafted, with strong attention to details in set design, lighting, and composition.
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Campaign inspiration
Our brand assets can be brought to life in our campaigns. We can use assets like our brand shapes and colours to inspire the design of product plinths, set dressing or anything that feels appropriate to the Daraz brand.
Props and products
In a campaign shoot, we have the ability to create our own product photography. Try to include people and the campaign set into how we shoot, style, and crop these bespoke product images.
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Misuse
Please avoid the following treatments when sourcing, creating, and using photography assets for Daraz.
Please avoid the following treatments when sourcing, creating, and using photography assets for Daraz.
Do not use photography with heavy lens flares or
oversaturated lighting and colours
Do not use photography that feels too cluttered or too dark
Do not use photography that feels cliche or photography that
does not genuinely reflect Daraz customers and audiences
Do not use product photography that is pixellated
Do not combine product imagery in cluttered and unrealistic compositions
Do not combine product photography without care, avoid skewing items on angles or overlapping them in odd ways
Environments
Our environment photography is used exclusively to
showcase our 5 markets to both sellers and investors.
Our environment photography is used exclusively to
showcase our 5 markets to both sellers and investors.
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Environment - Art Direction
Environmental photography allows us to step back and take a snapshot of the context in which Daraz operates and thrives. Here we can hero our markets and our businesses. Consider the following principles when selecting environmental imagery.
Progressive + Optimistic
We seek to promote the growth and opportunity in our markets and workplaces by showing off their best side. Images should feel positive and forward moving
Local POV
To convey our local knowledge, we seek to use imagery that feels captured in person
Singular scenes
Rather than capture our whole market in one image, we seek to pull out key scenes relevant to our locations. In each image, focus on one aspect within a given scene. e.g. a warehouse host might only focus on a worker packaging products
Guiding principles
Progressive + Optimistic
Local POV
Singular scenes
Environment
Sellers
For sellers we can use environmental photography to convey an intimate understanding of the various regions and locations they operate in.
Corporate
Environment photography gives us an opportunity to showcase the behind-the-scenes of Daraz to investors and other businesses.
Misuse
Please avoid the following treatements when sourcing, creating
and using photography assets for Daraz
Please avoid the following treatements when sourcing, creating
and using photography assets for Daraz
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Do not use photography with heavy lens flares or oversaturated lighting and colours
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Do not use photography that feels too cluttered or too dark
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Do not use photography that feels cliche or staged
Do not use environment photography that is pixellated
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Do not use imagery with too many effects
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Do not use black and white environment photography
In use
The following examples show effective applications of our photographic style.
The following examples show effective applications of our photographic style.
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