Before its transformation, Earth’s Own faced brand fragmentation and a lack of clarity. Sub-brands like SoFresh, SoGood, and SoNice confused consumers, making it difficult to recognize them as part of the same company.

Visually, the brand felt generic—muted colours, conventional packaging, and minimal storytelling made it easy to overlook both in-store and online.

Without a clear identity or emotional resonance, Earth’s Own struggled to connect with modern consumers seeking authenticity, bold values, and lifestyle alignment in the plant-based space.

To help Earth’s Own stand out, I created bold visual and voice concepts that brought fresh energy to the brand. Working closely with the brand manager, we landed on a vibrant, pop-forward look and a youthful, confident voice.

I led creative direction across shoots—from casting to art direction—and even modeled when needed. Partnering with creators, I helped build authentic, everyday storytelling that made the brand truly unforgettable.

The bold, bright, plant-powered Earth’s Own you see today started with a full brand rethink in 2017.

The refreshed branding not only clarified their position in a crowded category but also helped boost traffic and sales. Consumers started reaching for Earth’s Own over cheaper competitors, or waiting to buy it if shelves were empty. Brand loyalty skyrocketed. People didn’t just notice the brand—they started rooting for it.

That same identity is still going strong today, a sign of how lasting and loved it became. 

I ideated and directed photoshoots, short-form videos, and GIFs designed to educate, entertain, and stop the scroll—showcasing product features, revealing new packaging, and bringing the brand’s personality to life in quick, snackable formats.

I advocated for Earth’s Own to embrace video early on by casting, directing, and producing content that really popped—sourcing influential voices for the Crushing Plant-Based Stereotypes series, teaming up with local comedians for high-energy taste tests, and whipping up scrappy at-home videos that rode the wave of trending audios.

During the pandemic, I transformed my living room into a scrappy content studio to keep Earth’s Own active. When production paused, I created quick photo and video posts—like turning a misprinted Almond Nog label into a playful moment of brand charm. 

I pour myself into every brand I create for—sometimes literally. I’m not afraid to get messy, try weird ideas, or fail out loud if it means finding something that feels fresh, human, and dynamic. Creative risk is where the magic lives!