Food brands

I've helped numerous food brands find their voice and tell their story across packaging, web, digital media, retail spaces, signage and collateral. Whether it's naming a new product or shaping messaging for an event, I focus on making every touchpoint count.

KASHI

Developed voice for packaging; wrote romance copy for front and back panels for numerous SKUs following rebranding and packaging redesign.

Four boxes of Kashi cereal and snacks including Happy Trail Mix Cookies, Blackberry Graham cereal bars, Oatmeal Dark Chocolate cookies, and a snack with pictorial crackers.
Three cereal boxes from Kashi featuring Honey Sunshine, Berry Blossoms, and Indigo Morning flavors, with images of the respective fruits on each box.

PROPER

Interviewed owners and stakeholders; developed brand voice for product launch; wrote website content including mission, chef bios, SKU and flavor profile copy.

A person is serving a dish of assorted roasted vegetables and herbs from a stainless steel pot, with packaged food in the background. The overlay text promotes all-natural stocks made with culinary tradition.
Screenshot of a website product page from Proper Stock & Sauce Co., displaying three types of meat stocks: Veal Stock, Beef Stock, and Golden Chicken Stock, each with description and images of meat cuts and stock packaging.

SOMERSAULTS

Named brand; wrote accompanying brand story and mission; developed copy for packaging and website.

Three bags of Somersaults snack crisps with cartoon characters on the packaging, featuring vibrant colors and illustrations of characters balancing on their heads with snack balls.
A bag of Somersaults salty pepper crunchy nuggets with sunflower seeds and toasted grains, with some nuggets placed in front of the bag.
A bag of Somersaults crunchy nuggets with sunflower seeds and toasted grains, labeled 'S.S. sea salt,' with some nuggets spilled in front of the bag and a display box containing multiple smaller bags.

WILLIAMS SONOMA

Developed product names and packaging copy for multiple core and seasonal SKUs; translated product info into descriptions and specs for ecommerce platform.

A plate of waffles topped with fresh berries, mint, and syrup next to a container of waffle mix powder.
Four square waffles topped with various toppings on a white background, including fried eggs and greens, blueberries and whipped cream, and blackberries with figs.
A selection of breakfast foods including a plate of waffles topped with berries, a stack of pancakes with whipped cream and chocolate shavings, and a plate of golden-brown pancakes. There are three boxes of pancake and waffle mixes labeled 'Bellegem,' 'Flappin' Jack,' and 'Chocolate Chip.' A glass of coffee and a glass of milk are also present on a marble table. 
“Lighter than classic American waffles, Belgian waffles are crispy on the outside and as tender as a soufflé on the inside. They're easy to make with our time-saving mix. Just add a few fresh ingredients and follow the simple recipe. Satisfy any craving with sweet or savory toppings—from butter, maple syrup and seasonal fruit to the classic components of eggs Benedict. But for breakfast, nothing beats the familiar comfort of warm waffles, butter and syrup.”

THREE BRIDGES

Renamed product to evoke destination and brand home; developed new tagline; collaborated with packaging designers on look and feel.

A black bowl with creamy pasta, garnished with basil leaves, on a wooden table. Cracked eggshells and a slice of pizza are nearby, with some scattered green onion on the table.
Three packages of Three Bridges inspired foods ravioli, from left to right: Chicken & Prosciutto, Parmesan Gnocchi, and Wild Mushroom.

VERLASSO

Named brand; developed brand narrative and messaging by target audience; wrote web content, sales collateral, white paper, in-store signage and apron cards.

Web page about the salmon life cycle with stages: hatching, youth, maturity, harvest, and a photo of a person holding a fish.
Verlasso logo featuring a stylized fish with concentric circles, the text 'VERASSO', and the tagline 'HARMONIOUSLY RAISED FISH' on a dark blue background.
Text overlay on a foggy mountain landscape background discussing Verlasso's sustainable aquaculture efforts in Patagonia, Chile.

SVELTE

Created copy system to humanize brand and better connect with customers on shelf; wrote packaging copy and website content.

Four cartons of Svelte protein drinks, each with a different flavor and slogan, featuring star anise, vanilla, coffee beans, and chocolate pieces at the bottom.
Trade show booth for CALNATURALE Svelte with hanging signs that say Hello beautiful, enjoy yourself, just your style, looking good.
Svelte product page featuring a chocolate flavored protein drink and images of other flavors including vanilla, cappuccino, and chai.