Design

Work Log: R&O Pantry

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R&O Pantry

Melody Bishop and Dennis Kelley - Dallas chefs renowned for Savor and Up on Knox - started R&O Pantry in 2018 to bring a collection of their favorite flavors to shelves. We were introduced to Melody and Dennis by our friends at Tribal and have had the pleasure of working with them on several projects.

Currently, R&O is producing a Thai Spicy Sauce, their special Tomato Sauce, and a 4-8 jam varietals.

Work Logged.

+ Package DESIGN

+ website photography

+ logo design

+ headshot photography

+ deck design

 

Package Design.

We developed a system of four labels spanning three individual product types. Each of the three products has a front facing adhesive label with designated spaces for writing batch information.

 
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Considering the seasonality of the jam, we were hesitant to print ingredients on the main label without knowing how often new labels would be ordered. In an effort to be both cost effective and sustainable, we designed a separate label printed with common ingredients. The ingredients specific to a batch of jam can be checked off or written in and we won’t have to worry about throwing labels away every season.

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Website Photography.

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ecommerce

When viewed as a grid, the products appear to be on a shelf or in a.. pantry.

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Logo Design.

Using elements from the label, we created a mark to be used on business cards, letterhead, announcements, etc..

Headshot Photography.


Like what we did for R&O? Start talking to us about your upcoming projects.

Editorial: Movement for iMirage Magazine

Movement is an original post-production story by Secretary combining photography with design. It showcases a range of motion & emotion through the posing, design elements, & minimal styling.

 

Work Log: Tribal

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Tribal

Tribal is a Dallas native organic juicery & café. Owners Brenton & Hailey pushed their cold pressed juice distribution from a few local stores & coffee shops to Central Market & several states. In January 2018 Tribal opened their first café in the Bishop Arts District. Tribal All Day Café serves food that is just as good as it is good for you. They steer away from labels like vegan or vegetarian, but have a delicious option for everyone. As exquisite as their flagship in Bishop Arts & the food prepared in it is, they felt the Tribal website was lacking. With this new venture, they needed to find balance on the web between promoting the café & the juice. 

We've been friends & fans of Tribal for quite some time, so when they trusted us with their website we were honored.

We created the balance by getting to the core of the brand: community & quality ingredients. Staying true to their minimal branding while making the website exciting & approachable, we used illustrations to catch the user's eye & inform them about the brand. 

 
 

Work Logged:

entry one:

+ illustrations

+ Hero Image 

+ web design

entry two:

+ merch

+ Menu design

+ Marketing material

Merch.

 

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Menu Design.

Illustrations.

 

A big catalyst for this project was Tribal needing an online platform for ordering juice. In our initial meeting together, we all came to an agreement that illustrations would be such a fun & educational way to present the juice rather than plain bottle images - so that's where the illustrations started. Eleven deconstructed 12oz juices, & five deconstructed 32oz juices. 

Juice:

We liked the illustrations so much for their brand that the style led into spot illustrations, buttons, & an illustrated hero image. 

Button:

Spot:

 

Hero Image.

 
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Possibly the trickiest part of the web re-design process for Tribal was coming up with a stunning hero image. Tribal needed something that wasn't specific to neither the juice nor the café, but was on brand & grabbed attention. We tried several options focused on ingredients, but none of them felt right; that's when we went with a storefront illustration that focused more on the community aspect. 

 

Hero rejects:

 
 
 
 

Web Design.

 

Using our illustrations with the food photography & copy Tribal already had, we put together a home page that encourages conversions & holds the user's interest. 

From the opening page, you're immediately given the option to place an order; this is helpful for frequent customers who are already familiar with the brand. For those who are not, keep scrolling & you can read trimmed pieces of the original website copy telling just enough about Tribal without overwhelming you with information. At the bottom of the page, we give store hours, a map, & the options to order again now that you know a little about Tribal. 

In addition to the home page, we designed a menu page, & three online ordering pages - juice, café, & meal plan. We condensed the previous two meal plan ordering pages into one that has the meal plan menu to look through & the option to order either the 3 day or 1 day meal plan at the bottom. 

The juice and café pages are completely new. On the juice page, our illustrations make it easy to see every flavor & know exactly what's inside each of them - presenting it up front saves the user from having to click into each product for the ingredients & repeat for each flavor. The café page is straightforward & gives the options to order delivery, take out, & information to visit in person. 

 
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Before & After.


Need a website for your brand or business? Let us help you. Our clients enjoy 20% off their first year of Squarespace in addition to an extended 6-month free trial. 

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Secretary Campaign I

Now that we have told you all the different ways you can use your content, we wanted to show you the ways we have used ours. 

This is a lookbook: 

 

E-commerce is shutting down brick & mortar's left and right. The percentage of people who say they prefer shopping online has grown exponentially over the past 5 years. Whether you're selling pottery, organic trail mix, or vintage clothing - your product images need to be high quality, especially if that's the customer's only interaction with your product. 

The images shown above are a taste of what a lookbook could look like. Usually each product would have a front, back, & detail shot. You want it to be simple, but give the product some life too. 

 

This is an Instagram feed:

 

This is an Instagram Story:

 
 

Instagram is THE platform to be on. Instagram lives almost completely on the mobile app where over 800 million users go to shop, share, & discover. With the ability now to advertise & shop directly on the app, it's the perfect place to showcase great content, draw in new customers, & engage current customers.

Posting regularly on your feed is vital to keeping customers interested & drawing in new customers. It can be a daunting task to constantly create & post content on social media - that's where we can help. With our campaigns, you'll have plenty of content to mix in to your Instagram feed - we'll even tell you how to lay it out as well as give you some social media tips & tricks. 

 

This is a Facebook Ad:

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Facebook has changed countless times over the years and with their new algorithms it can seem hard to get your name out there. But a little money and a lot of strategy can change that. Facebook has an advanced self-serve advertising platform that allows you to target specific audiences with your tailored ad creative. Between the two of us here at Secretary, we have years of experience in social media advertising. We can create content that combats the algorithm & performs better. 

This is an Email:

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Email marketing doesn't immediately strike anyone as the most effective marketing technique; maybe because it's nothing new, or maybe because we are all flooded with so many emails that it seems like a diluted approach. In reality, email marketing has a higher return on investment & higher conversion rate than the majority of other marketing tactics. It has the potential to be automated, it feels more personal to the consumer, & it has a high rate of mobile interaction. We are suckers for email campaigns from Aesop & Everlane - they get us every time. 

This is a Blog Post.

This is a Website. 

All the content you just scrolled through came from a single campaign with a single theme & goal. Our theme was a mid-century office secretary with a modern influence & our goal was to create content that we could use to launch our brand on web and social.

These are some ways we used our campaign, we can't wait to hear what you want to do with yours.