Process:
After an intensive discovery process, including market research, product-market fit, and persona analysis, we layered the Everyman and Jester archetypes to respond to consumers' changing needs and to guide the brand voice and identity.
Once we had our product strategy, roadmap and GTM in place, I moved to moodboards, sketches, logo and identity ideas, pitch deck, website content and design. We partnered with renowned talent to capture video, lifestyle and product shots.
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Liv Fuller Foods
Through wit and whimsy, reimagining staple ingredients into responsibly-sourced, sexy products that delight
Scope:
→ 0 to 1 launch
→ Brand development & strategy
→ Product design
→ Creative direction
→ Packaging
→ Content creation
→ Shopify web design & development
→ Social marketing
→ Fundraising
→ Business ops
Liv Fuller, an all-female farmer-owned startup in Alabama, is shaking up the honey shelf with their first product: Functional Mushroom Honey. It's sexy, organic, raw, and rich in pollen and adaptogens. Liv Fuller Foods isn't afraid to push boundaries and are carving out a new space missing from the market. They call it FARM GLAM – the magical intersection of farmer-focused partnerships and ingredient obsession, and it wears high heels.
Challenge:
The honey and functional food industry have long lacked label transparency, with misleading and questionable claims not grounded in science. Liv Fuller strives to change that by disclosing dosing details, working with local beekeepers and small suppliers rather than importers, and validating the quality through self-funded third-party testing.
Beyond the science, they wanted a product that's easy to use and a delight to incorporate in daily food and drink recipes, while making everyone feel their best.
Queen Bee + Pig Noses
The logo is inspired by contradictions and embracing the unexpected. Farmer, turned aspiring actress, turned educator and business woman, Liv Fuller's founder, a true Queen Bee, embraces the exciting contradictions and opportunities in life. The logotype leans into conflict and contradictions contrasting elegant serif forms with hand-drawn grunge lettering.
Pigs are not only extremely intelligent animals, but they are rich in symbolism across all cultures, from representing financial success and good luck, to farming and agriculture icons, to earth and fertility. While shy, they can also be formidable beasts when displeased. They also happen to be excellent foragers.
Impact:
The branding materials ensure that every customer touchpoint is fun, exciting, and connecting back to Liv Fuller's mission to bring magic to everyday life. The final result is a whimsical, bold brand, uniquely blending farm and glam into a rich visual experience.
The brand packaging and visual assets quickly garnered customer attention and helped the brand stand out on the shelf and in the saturated CPG space.
The brand successfully launched from idea to revenue-generating retail product in 6 months and is now sold across multiple wholesale platforms and in stores.
"Wow, I LOVE this honey! Not only does it taste great, it makes me feel like I'm doing my body good... And the sparkle is the BOMB! I still use it every day in my tea but the shimmer adds an extra touch of class to appetizers."
