Abel & Cole Projects

A heart shape made out of red and purple fruits and vegetables.

A year at Abel & Cole – pt2

Campaign photography throughout by Gary Congress with food styling by Jassy Davis and Sam Richards. Senior design by Michelle Evans and Senior copy by Barry Lattimore-Quinn with additional copy by Oli Kuscher and Craig Seymour.

I was Head of Creative Content at Abel & Cole for 2017 (and the start of 2018) as maternity cover. I managed a team of twelve talented creative folk, and we produced a great deal of work over the year. Some of those projects can be seen below.

The front cover of the 2017 Christmas booklet along with a recipe booklet that came inside it.

Christmas 2017

This is Abel & Cole’s Christmas campaign for 2017, which was spread very consistently over recipe cards, catalogues, emails, social media, the website and more.

A spread from the Christmas book showing  showing a Christmas veg box and a page on the suppliers that supplied the produce for it. A spread from the Christmas book showing the Christmas Feast box (a turkey and all of the trimmings) and the Veggie Feast box (stuffed squashes and all of the trimings). A spread from the Christmas book showing a lifestyle shot of a selection of cheeses, crackers and pickles. Christmas Feast recipe book cover showing a roasted turkey with all the trimmings. Christmas Veggie Feast book cover showing stuffed squashes with all the trimmings. The Christmas homepage with creative to match the campaign.

New Year’s Website

Ordinarily Abel & Cole would add a special section to their site at Christmas to showcase their range. To start 2018 off we decided to plan a New Year’s section too. Abel & Cole normally focus on warming, wholesome food for the winter months but I wanted to do a fresh, bright, health-focussed start to the year.

A bright, healthy and fresh landing page for New Year’s produce.

Tea Range

The next packaging line we developed was a range of teas in collaboration with a local blender. As you can see, they fit in well with the dairy range we designed earlier in the year.

A range of brown paper tea packages with bags shown and brewing in a cup of hot water.

Spring Website

The addition of the New Year’s website proved to be a successful one, so it stayed on for spring and is now a permanent fixture on the site, with updates such as Easter, Summer and so on.

A follow-up website to the New Year landing page. This one has new categories but retains the same bright feel.

Easter Website

This was the last website I designed and built for Abel & Cole. By this point Pippa was back from her maternity cover and the lovely creative direction is hers.

A Landing page for Easter products. This one has a softer, more pastel colour palette that suits the product range.