What I Did
Creative Direction
Campaign ideation
Art Direction
Product Development
Photo/Video Direction
Design
Social Media
Partnership Development
UX
The team
Anneka Miller - Nutritionist
Sarah Vesely - Copywriter
Cory Morris - Culinary Director
Pete Infelise - Marketing
Nick Podraza - Photographer/Videographer
Ellen Pucel - Marketing
Eat Purely
Eat Purely Brand Refresh
The Challenge: Eat Purely, a meal delivery service known for its high-quality, locally sourced ingredients, needed a brand refresh to better align with their evolving values and product offerings. They wanted a modern, cohesive brand identity that reflected their commitment to authenticity, sustainability, and community while staying fun and engaging.
The Process: Our team embarked on a full-scale brand refresh that transformed Eat Purely from its foundational identity to a contemporary, cohesive aesthetic. We started by rethinking the brand strategy, focusing on aligning the visual identity with the core values of the company: local sourcing, quality ingredients, and community engagement.
We developed a fresh, modern design paired with a tone that was local, authentic, and fun. This included everything from brand identity and art direction to photography, packaging, and a fully redesigned e-commerce experience. The transformation was carefully crafted to ensure that Eat Purely’s story and values shone through in every aspect of their branding.
As part of the creative direction, I led weekly product and behind-the-scenes photo and video shoots, ensuring consistent visual content for e-commerce and marketing channels. I was also responsible for designing all social media visual content, as well as print materials, to maintain a cohesive brand presence across multiple touchpoints.
Campaign Highlights:
Live Virtual Cooking Class: We introduced a live virtual cooking class for two lucky winners with the new Culinary Director, Chef Cory Morris. This event provided an interactive experience that engaged customers while highlighting the culinary expertise of Eat Purely.
Wellness Wednesday: To bring attention to Eat Purely’s focus on health and nutrition, we created a weekly social media series called "Wellness Wednesday." This campaign showcased the work of the kitchen and the in-house nutritionist through Instagram Lives, blog posts, and regular social media updates. The initiative fostered greater engagement and positioned Eat Purely as a leader in health-conscious meal preparation.
Results:
The brand refresh created a strong, cohesive identity that aligned with Eat Purely’s values of quality, sustainability, and community, resonating with existing customers and attracting new ones.
Social media engagement increased 20% due to the visually engaging content and interactive campaigns, with the “Wellness Wednesday” series becoming a key driver of brand awareness.
The live cooking class campaign enhanced customer interaction, further solidifying Eat Purely’s reputation as a community-focused brand.
Through a thoughtful, strategic approach, Eat Purely was redefined with a modern, engaging aesthetic that strengthened their brand presence across digital and physical platforms, helping the company continue to grow and connect with its audience.
From this…
Photography Direction
Playing with food & capturing the mood.