Gut-centric goodness becomes sustenance with a story.

Fullove Foods had just been accepted at Erewhon Market, a high-end health foods retailer across Southern California, when the founder and CEO hired me to build the brand from the ground-up. Fullove Foods had no website, social media, email list or even product packaging. While the inaugural product group was bread, my first priority was to develop a brand story that would encompass future products and broader discussions around food systems and urban agriculture. Fullove Foods has since expanded to Bristol Farms, an even bigger Southern California retailer, as well as Central Market, a luxury grocer in Texas. Alongside targeting these local markets, I have led content strategy and creation across digital platforms with a focus on the eCommerce experience.

OBJECTIVES

1. Create a brand story that would make bread exciting and encompass future products.

2. Develop a content strategy that showcases the product UVP, establishes thought leadership in health and wellness, and delivers a cohesive experience across website, social, email and print.

3. Consult with the C-Suite during weekly brainstorming sessions and collaborate with UX/UI lead, graphic designer and social media manager to align copywriting across print and digital.