It is said that exercise is as good for your brain as your body, and that the best meetings are done face to face. In hindsight then it’s perhaps no surprise that a trip out cycling with the founder of Jersey Pocket Energy and North Devon local, Richard Cumes, laid the foundations for an exciting new commission.

As we rode over Devon’s hills we talked about our common love of cycling, nutrition both on and off the bike, and discussed turning a passion into a successful business. He introduced the principles behind Jersey Pocket Energy – wholesome energy food for athletes. In a time of increased awareness of what we are putting in our mouths, these bars are the antithesis of the tasteless, synthetic, manufactured sugar and additive-loaded sachets and bars we all use in competitions and on social rides. Hand-cooked and hand-wrapped in Tour de France and Giro d’Italia-inspired wrappers – these bars look the part and taste incredible.

These bars are made with love and it tells. The challenge was communicating this through a yet-to-be-built website page and social media. I naturally got very excited and suggested that rather than use stock photography – which is often inconsistent in message and clichéd – that we could take a different approach to Commercial Photography and create something that gets across the authenticity, lifestyle and message behind the brand.

As a new business on a budget we talked about how we could stage the brief – focusing first on the provenance and nutritional credentials of the food – and accompanied by a cycling lifestyle shoot out on the road. Budgets didn’t stretch to hiring in a Contador or Wiggins, or a trip to the Alps (not yet anyway) but this wasn’t the objective. Instead of mega-stars in faraway places we wanted to create a broader product appeal with the general cycling community: by using cycling enthusiasts rather than pros, and grounding the photography in the Devon terrain that inspired the creation of the brand. By being more than a photographer – from concept design and location scouting to director – not only did we optimise a limited budget, we also ensured that the shoot stayed true to the founding principles of the business.




Richard Murgatroyd Photography is a UK-based commercial photographer bringing a natural, lifestyle approach to telling the story of your business or event. You can see a wider selection of Richard’s commercial and corporate event portfolio here.

Branding and lifestyle photography for Jersey Pocket Energy by London Commercial Cycling Lifestyle Photographer Richard Murgatroyd


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