These three videos were created for Instacart’s paid social advertising channels to test what type of food resonated best with our customers; healthy, indulgent, or food for kids.
TEAM:
Photography, Food Styling, Video: Anabelle Roeser
Food Styling (Bagel), Hand Modeling: Cristel Rosignol
Copywriting: Sofia Perez
More photos @eatthatshallot
Photography, Cooking, Styling: Anabelle Roeser
Select Cooking: Sean Coutts
This is a collection of images and videos I created for Instacart’s organic Instagram content.
TEAM:
Photography, Video, Food styling: Anabelle Roeser
Concepting: Hilary Burns, Megan Stoner
As part of Instacart’s recruitment campaign takeover of the ad space in the Embarcadero Bart Station we designed this enormous floor graphic for multiple placements around the station. We selected the products to be a colorful array of Bay Area made items and arranged them in a rainbow. The graphics were at a scale where the items were larger than life and that created a delightful interactive experience as commuters stepped around and over some of their favorite products.
TEAM:
Design, Compositing, Art Direction: Anabelle Roeser
Art Direction: Tiffany Rogers
Photography: Cera Hensley
Food Styling: Amanda Anselmino
More photos @eatthatshallot
Photography, Cooking, Styling: Anabelle Roeser
Cocktail Craft: Sean Coutts
At my favorite bar they have two white wines on tap. One is always a Chardonnay, and one is not. One night I ordered "the white wine that is not the chardonnay", in those words, and an idea was born. I developed this branding and packaging design concept based around that idea. Wine branding for people like me, who like simple, clean, and crisp; both when it comes to wine, and design.
Branding, Design, Mock Up Construction: Anabelle Roeser
This video was part of a testing set for Instacart’s paid social advertising channels for Back to School season. We wanted a very crave-able cheese pull to be the main feature of the video, paired with a quick visual representation of grocery delivery and dynamic copy.
TEAM:
Video, Hand Lettering, Design: Anabelle Roeser
Copywriting: Sofia Perez
I created this ad for Good Earth Natural Foods and it was so much fun to make, every step of the way. I hand lettered the main text first, adding in a custom distressing texture I created using a photo of a canvas fabric. I then printed out a life size version of my lettering and we used it as we styled the fruits and veggies to make sure they hugged the lettering, just so. I then removed the printed lettering before taking the photo, and dropped the lettering in digitally, after the fact.
This ad ran in Edible Marin & Wine Country, and the SF Chronicle, as well as various other local publications.
TEAM:
Photography, Food Styling, Hand Lettering, Design: Anabelle Roeser
Food Styling: Madeline Ross
I created this design for Good Earth Natural Foods Tshirts and Hoodies. I re-imagined Good Earth's "sun" logo and incorporated a wheat motif into it, which echoes an aspect of the vintage version of Good Earth's logo. I then surrounded it with a mandala of whole and sliced vegetables. I Illustrated the veggies and hand lettered all the text in Illustrator, forming the design to create a flattering shape for the wearer.
Hand Lettering, Illustration: Anabelle Roeser
I designed these banners for Instacart to feature specific recipes in three fall inspired categories. I also adapted this same concept into paid social videos and Youtube ads.
Photography, Food Styling, Design: Anabelle Roeser
I designed this image to be the cover of Good Earth Natural Foods bi-monthly newsletter: The Good Earthling. We styled and photographed the mason jar salad in house, and I laid out the type, including some custom ampersands and subtle embellishments to add character.
Photography, Food Styling, Design: Anabelle Roeser
More photos @eatthatshallot
Photography, Cooking, Styling: Anabelle Roeser
This passion project is inspired by my love of food and my love of letters.
Find dinner inspiration in these hand lettered snapshots of the culinary decisions in my relationship and follow along with our edible adventures by cooking the same recipes for your lover, your best friend, or your cat.
Food Lettering, Photography, Design: Anabelle Roeser
I designed this logo and business card for Evelyn Hess, a teacher of the Alexander Technique. The Alexander Technique is a method of discovering and un-learning harmful body movement and position habits that may be causing pain or other problems. Evelyn wanted a logo that showed strength, ease of movement, and highlighted her particular focus on the back & spine.
For her logo I focused on using simple clean lines to capture a feeling of movement and in designing her business card I created open, comfortable negative space to continue to highlight flow and easy motion. The back of her business card has a statement on it which Evelyn encourages her students to memorize, so it functions both as a learning tool, and a business card.
Branding, Illustration, Design: Anabelle Roeser
I designed this image to be used as the cover for one of Good Earth Natural Food's Bi-Monthly Newsletters, but it evolved into various other uses as well. The word "organic" I dimensionally lettered out of real lettuce and kale seedlings; planting them outside in the shape of each letter, photographing them, and then stitching the images together in photoshop. I hand lettered the rest of the image partially on paper (to be later brought into illustrator) and partially directly in Illustrator itself.
After I had created the image for the newsletter cover, it was so well received that we decided to use the same style and "organic" lettering to create the bi-monthly giveaway collateral as well. There is also a print ad in the works using the same "organic" lettering.
Lettuce Sprout Lettering, Photography, Hand Lettering, Design: Anabelle Roeser
I designed this infographic for Good Earth for the initial purpose of being our featured Endcap for Non-GMO Month 2016, but it evolved into much more. The goal was to educate our customers on a topic that is often very confusing and difficult for them to understand: the differences between Organics and Non-GMO Project Verified foods, and Conventional and GMO foods.
As we were developing this idea we looked around on the internet to see if anything similar existed, and could not find anything. This prompted us to expand the project to include an online version, which can be seen at the bottom of this page, and which has subsequently been shared across social media and hosted on the websites of many other natural foods stores.
The infographic was so well received and appreciated by the natural foods community that INFRA (Independent Natural Food Retailers Association) requested copies of the files so they could distribute them to the natural foods stores that are members of their organization. Currently over 60 different stores across the country have requested access to the files!
"This is the best Non-GMO artwork I've ever seen. Really and truly." - Debra Stark: INFRA member, Founder & Co-owner of Debra's Natural Gourmet, New Hope Hall of Legends Inductee
TEAM:
Illustration, Design: Anabelle Roeser
Copywriting: Good Earth Team
