About Us

Over the past 25 years Juicy Fruits have revolutionised the making of photo-realistic models of food and botanical elements for advertising production. We aim to capture the finest detail, texture and iteration of light within a surface. We work to commission and operate an extensive hire library.

What we do

Juicy Fruits are specialist model makers of food and botanical elements. We focus on fine detail work of the highest standard and maintain our reputation throughout the advertising media.    

Who we are

Juicy Fruits is run by Steven Wheeler who was a food stylist for many years. His journey as a maker started when he was a confectioner and pastry chef back in the 70’s. Stevens’ interest in process and materials has led him into food model making and special effects. Our workshops are sited 50 minutes from London in a rural setting outside Cambridge where we maintain a range of plants and trees to study and cast from. We enjoy our work and keep a general calmness. The kettle is usually on, our biscuits are covered in real chocolate, so do call in if you’re passing.

How do we do it

Now, that would be telling… The creative process is a learning curve that stems from the practice of looking and knowing. The journey of a model maker is one of problem solving. We continue to learn from experience and bring our collective knowledge and confidence into our daily practice.

Over many years we have come to know the aesthetic qualities of light permitting polymers and resin substrates as they they assume their physical form.  

The story continues when we look closely at the something real and ask, what gives it life? As well as surface detail, the things of nature; food, flowers, botanical elements all carry a degree of light beneath the surface. Our models hold a fluid characteristic of light. In order to capture this journey of light we work in a variety of translucent resins and acrylic mediums. Sensitive application of colour is essential to the look and feel of our work. Over the years we have developed an intimate knowledge of pigments, dyes and effects that convey a sense of the real. 

To make something is to reach for the image you have in your mind. To succeed is to be still and humble enough to know that today is good enough and tomorrow can be better. 

How we operate to hire and commission – UK and overseas

Work begins with a phone call and or an email brief. We listen to what you need and discuss the best way forward. We then prepare a quote indicating the time needed to meet your deadline. When a job is signed off, we start work, keeping you informed with images of work in progress. We make changes until you and your client are happy. We invoice you for online payment. We then send by UPS Express – tracking is provided.