Fable Stores instagram
Fable Stores is a beautifully realised food hall in Loughton, Essex. Opened in autumn 2025, it brings together a café with an all-day menu, fresh food counters including cheese, deli, meat and fish, an in-house butchery and bakery, a florist and shelves of carefully sourced pantry goods.
I came on board ahead of launch to shape the brand’s Instagram presence – developing an editorial approach that reflects the quality and breadth of the offer. This included defining the tone of voice, structuring content and commissioning photography.
Working with photographer, Nic Crilly-Hargrave, we have established (and continue to refine) a visual language that feels natural, generous and quietly confident – allowing the food, produce and daily rhythms of the store to speak for themselves.
Client: Fable Stores, Loughton
Photography: Nic Crilly-Hargrave