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IV. Freshly Brand Voice 



Mockup of Freshly Brand Book with multiple page spreads. Pages feature teh brand's purpose, mission, and promise.

Brand building, creative direction, verbal identity, and copywriting for Freshly—a fully-prepared meal delivery service acquired by Nestlé for $1.5B in 2020.  

Three Freshly sleeves lay side by side showing the design progression from 2020 to 2022.
Freshly homepage mockup. Headline copy reads: Fully prepped for back-to-back zooms. Freshly homepage mockup. Headline copy reads: Fully prepped for crave-worthy nutrition. Freshly homepage mockup. Headline copy reads: Fully prepped for meal planning on autopilot. Freshly homepage mockup. Headline copy reads: Fully prepped for multi-tasking lunches. Freshly homepage mockup. Headline copy reads: Fully prepped for when life's busy and you're hungry.

A spread from Freshly's food philosophy booklet. Headline reads: breaking down the barriers to healthy eating.

As Associate Creative Director for a fast-growing DTC startup, I built a plane while flying it—a delightful and easy-going verbal identity from a once tired brand platform.

Animation showing quick snapshots of Freshly Tone of voice & conceptual decks.

The new voice and messaging reinvigorated the brand’s presence in the marketplace and aimed to evolve Freshly from being just a functional product people buy, to an effortless way of life they buy into.

  
Studio shot of a fork lift from a perfectly plated dish of pasta; copy reads: Take cooking off your plate. Freshly email launching it's add-ons line extension; copy reads: However you want it: Proteins & sides. Freshly packaging mockup for the Unwrapped Salsa Verde Burrito from it's plant-based line. The interior of a fridge filled with fresh produce and a stack of Freshly packaging. Copy-focussed animation that cycles between: blisful breakfasts, low-lift lunches, and do-nothing dinners. Lockup of a white Freshly logo on a forest green background. Type lockup that reads: For people who live full lives outside the kitchen: Ready to eat in 3 minutes. Animated New Year's ad that crosses out 'Toxic resolutions' and replaces it with 'Everyday Balance'. Instagram story slide that features a close-up shot of a vibrant burger topped with relish. Copy reads: Rainbow Harvest Plant-Based Burger with Sticky Carrot Jam. A type lockup that reads: Fresh from your fridge. Man laying on a couch multi-tasking with his computer in his lap and a fork in a Freshly meal beside him. Copy mockup with a to-do list of jobs like: budgeting, shopping, prepping, and cooking crossed out. A Freshly ad that pairs vibrant food imagery with the headline: Purely Plant: It's all in the name. Animated Freshly ad that shows an appetizing plate being placed onto a table. Copy reads: Start Simple: Take meal prep off your plate.


With quarterly campaigns, always-on performance, special projects, new product launches, sub-brands, and 150+ unique SKUs every year, copy needs were both consistently constant and yet predictably unpredictable. I led Freshly’s talented Copy Team through them all.


CREDITS - VARIOUS

ACD, Copy: Jack Ball-Smith 
ACD: Ryan Fetters, Stephanie Burns
CD: Kate Keparutis, Clifford Borress
Creative Production: Shidume Lozada
Art Direction: Stephanie Stanley, Nina Caldas
Design Manager: Janie de Guzman
Senior Designer: Ariella Gittlen
Senior Copywriter: Christian Villodas
Copywriters: Steph Golub, Zack Etheart 
Designers: Andrea Celis, Julia Balducci, Zachary Mathre, Lucas Clutter