erpnext/templates/includes/macros.html

{% macro product_image_square(website_image, css_class="") %}
<div class="product-image product-image-square {% if not website_image -%} missing-image {%- endif %} {{ css_class }}"
	{% if website_image -%} style="background-image: url('{{ frappe.utils.quoted(website_image) | abs_url }}');" {%- endif %}>
	{% if not website_image -%}<i class="centered octicon octicon-device-camera"></i>{%- endif %}
</div>
{% endmacro %}

{% macro product_image(website_image, css_class="") %}
    <div class="product-image {% if not website_image -%} missing-image {%- endif %} {{ css_class }}">
    	{% if website_image -%}
    		<img src="{{ frappe.utils.quoted(website_image) | abs_url }}" class="img-responsive">
    	{%- else -%}
    		<i class="centered octicon octicon-device-camera"></i>
    	{%- endif %}
    </div>
{% endmacro %}