What began as a contract to produce social content soon blossomed into a long-term partnership focused on solving hefty visual challenges for the brand’s advertising landscape, product packaging, and branding. Working closely with the Head of Brand, Meredith Garcia, we implemented a cohesive brand experience across the brand and its campaigns.
Armed with powerful market research data from SpoonfulONE’s incredibly talented Marketing Team, this was the root question a new cohesive brand experience had to answer. With 16 common food allergens in their snackable solutions, their products are the most complete way to introduce food allergens. As a key differentiator, their USP needed to be clearly demonstrated across all visual communications. With rich research available, I dove into audience insights and swam through competitive research to make it happen.
With many colors to choose from in the brand’s original style guide, simplifying the color palette was a must. What colors exemplify elegance and go along with their logo that was to remain unchanged? Working with the brand’s Production Designer, Shannon Meyer, I strategically picked which colors would stay & go, and what new hues we'd include. I also introduced a playful handwritten font to liven up communications, pea soup. With a solid foundation, it was time to have some fun and integrate it across the brand.
While researching and brainstorming a consistent identity system to help the brand break through online clutter, I uncovered a surprising lack of rich real food imagery across the competitive landscape. Opportunity, SPOTTED.
To quickly demonstrate the brand's USP, I showed the foods entering the product and unified them using a funnel or stylized group for a clean > chaotic look. Wherever possible, I animated the foods entering the product to aid comprehension and emulate the brand's authoritative yet fun personality. I integrated the new systems & color palette into all communications; leaning heavily into the new primary color, aqua, which created beautiful contrast when paired with the foods.
The brand often partnered with Influencer’s and had a reservoir of influencer content available for use. Opportunity, SPOTTED. Using the lifestyle footage the brand already had the rights to, and my animation skills to breathe life into the product’s food proteins, a complex product offering was communicated quickly and clearly in ad creative.
After conducting Consumer Research, the Marketing Team learned more about how their packaging resonated with parents on shelves and uncovered opportunities to simplify the packaging design and increase comprehension.I was honored to be asked to translate the research findings into an actionable and dynamic packaging design. I explored many concepts, but one joyful design stood out as a clear winner. Strategically designed to stand out in the baby aisle, my design gained recognition as one of Fast Company's Designs that Made a Big Impact in 2022 for Improving Food Allergy Risk Comprehension.
I did a lot of work repurposing and cutting a phenomenal 60s explainer video into smaller bite-sized pieces for ads, manipulating both the footage and audio. And when the brand needed more material for broadcast, I was delighted to help. Working with the brand manager, I merged the footage she filmed with my animation and sound editing skills for broadcast TV. Pushing my creative boundaries to another realm, I solely managed the sound editing for the project and effectively demonstrated how the product works.
I supported the launch of SpoonfulONE's new products, Crunchy Puffs, and Savory Puffs, with creative assets for social media and their website. I also supported retail launches at Target, Walgreens, Wegmans, and CVS with external and internal creative assets for advertising such as social media, website, and email graphics - paying close attention to retailers' unique guidelines.
My work was honored among the world’s top brands like Sephora, Nike, and Google via Fast Company’s 2022 Innovation by Design Award. The strategic designs I created for the brand earned an honoree spot on Fast Company’s Designs that Made a Big Impact in 2022 list. My creative was also a part of what earned SpoonfulONE a honoree spot as one of the most innovative marketing campaigns of 2022.
