I've set up a Elinchrom monolight with a 60 inch Softlighter 2 as my main light. I'm using a second Elinchrom through a small 20 by 30 inch softbox on the grey paper background and another monolight into a 20 inch beauty dish, covered with diffusion, for a hair and back light. The fill is just a big, white flex reflector. I'm thinking broad and modern.
Don't know what it is about the bread shot above that I like. Maybe it's the very defined shadow against the bread and maybe it's just the look of the bread itself. Either way it's like trying to dissect a joke. When broken into its pieces it all falls apart.
Sony a850 with the nasty, old 24-105 Sony lens. I like those two pieces of gear precisely because they are NOT perfect.