April Kalix-Cattell

Management of Tatte’s Instagram account, with 197k followers.

Create & oversee the content calendar to feature seasonal menu updates, highlight events, community partnerships, behind the scenes looks at products. Coordinate copywriting for posts, pull image and video selects from archive, create behind the scenes video clips.

Sample of a promotional project for Tatte’s 2025 Summer Tea Coolers drink line.

Activation and marketing campaign to promote three new iced fruit & tea drinks introduced to the summer menu offering. It was kicked off with sampling at three locations in Boston and D.C. via a custom concession cart. I was responsible for the sourcing and purchasing of the carts as well as logistics, budget, design, and execution of the launch event.

This included planning and design of the promotion with custom pins for team members, retail bag design, POP signage, and social media content.

Creation of full packaging suite for Tatte Catering. The focus was on developing custom, upscale, and refined packaging, currently used in four catering locations. I worked with a production vendor to prototype and finalize the box designs, which needed to be functional, beautiful, but still easy to store and put together. The suite includes lidded boxes in three sizes, with a debossed logo on the top as well as a custom lunch box with corded handles. A complimentary set of labels, bottles, cartons, and branded bags were also designed and produced as part of this project.

Photo and video shoots for seasonal menu changes, retail products, brand and employment storytelling.

Responsibilities include creation of shot list, storyboarding visuals and copy, coordination with photographers and models, communication with savory & bakery innovation teams, art direction including prop and food styling, curation & editing of final images and videos.

Samples of labeling projects, providing full nutrition, ingredient, and allergen information for all retail products. Starting in 2023, Tatte needed to update all of their packaging to comply with FDA nutritional regulations. This required the creation or redesign of nutritional insert cards, holiday sleeves for cookie assortments, labels for bottled juices, packaged cookies and more.

Responsibilities include research on nutrition panel formatting and sizing, coordination with vendors on materials and costing, design of materials, and oversight of final production and distribution.

Design and creation of weekly email newsletters. Content includes seasonal menu offerings, holiday special orders, community updates, interviews, and links to behind the scenes essays. Responsibilities include managing the brand content calendar based on seasonal strategic goals, copy & image editing, creating drafts in Figma for team review, building final newsletters for deployment via Mailchimp.

Additional examples:

Study Break Favorites
Tatte Newton Dinner Launch
Weekend Brunches
Easter Menu & DoorDash Fundraiser
Winter Holiday Gifting

12-page booklet promoting Tatte's seasonal catering menu. My responsibilities included layout & design, photoshoot coordination and styling, print production and distribution.

Samples of holiday print catalogs for display in cafés. My responsibilities included art direction on photoshoots, organization and editing of archive photos, layout of print pieces and coordination with vendor for final production and delivery.

Seasonal café menus, produced for 46 cafes in two markets. Responsibilities included design and organization of menu data including calories, allergens, and pricing. Managed timeline for production with print vendor and distribution to each location.

Limited offering retail merchandise projects such as: decorative holiday cookie sleeves, retail tins, gift sets, and branded tumblers.

Responsibilities included coordinating with illustrators and vendors, providing brand & art direction, managing budget and production timeline, and ensuring final products were delivered on time to all locations.

Design and production of a variety of print collateral:

Samples of posters & postcards for seasonal holidays for in-café display. I was responsible for the art direction and prop styling for the Thanksgiving photoshoot.

Samples of 5x7" folded product cards, included with orders shipped from Tatte at Home.

24-page holiday catalog booklet for corporate gifting. My responsibilities included art direction on photoshoots, prop styling, organization of archive photos, layout of print pieces, communication with departments for final sign-off, and coordination with print vendor for final production and delivery.