Rebrand
Grubbly Farms is a pet food startup that focuses on sustainability in the pet industry by using pre consumer food-waste and black soldier fly grubs, an alternate protein source.
I directed the design of the rebranded (led the visual styling) the company and chicken product line as well as launched into the dog market with Vroomies, Snacks for Dogs.
A major challenge in rebranding Grubbly was public perception around black soldier flies as the primary ingredient, as potential customers often felt that bugs are “gross”. The issue was even more prevalent as we launched our dog snacks, as dog owners have less exposure to bug proteins.
Through brainstorming sessions with stakeholders, I pushed a visual style that focused on elevated, refined imagery, idealized settings and illustrations, a natural clean feel with a softness and playfulness that made the product feel high-end, but also included the customer in the idealized vision for the future.
Below you’ll see the final rebrand in more detail.
Brand & Packaging
I art directed the company rebrand, and with the new brand base and website structure initiated I executed all new packaging, social styling, email designs, ad campaign designs, updated website pages and styling, and created all new photography and video assets.
Since Grubbly is a startup, it was important for the brand to be able to scale and grow in order to maintain brand clarity and integrity. It was also important for the brand to be readable and consistent as the team begins to launch in major retail locations. For scale, I built out a packaging/branding plan for future product lines, inclusive of design treatment, flavor differentiators, new pet markets, and online/retail visibility.
Fun fact: My sweet dog, Koh, is the cover dog for the first product in the dog line.
Fresh Pecks Feed for Chickens & Chicks
Drag to see the updated packaging and styling for the chicken feed product line.
Grubblies Snacks for Chickens
Drag to see the updated packaging and styling for the chicken snack product line.
Vroomies Snacks for Dogs
New product and packaging as well as examples of updated ingredients styling, form factor photography and product brand styling across pet lines.
Brand in Action
Below you'll find examples of all types of design executions I directed and developed.
Social & Ads
I worked with marketing and creative team to develop ad campaigns and execute visuals based off those insights. These campaigns while primarily digital included some print applications.
I also fully refreshed the entire social presence across platforms. I worked with the social lead to plan different categories of engagement and developed posts and post design strategies based off those insights.
My more informational nurture layouts in particular created a lot of engagements.
Email Design
I collaborated with the email marketing manager to gather insights on click through and open rates as well as levels of engagement to develop a creative strategy and templates for all new rebranded triggers, flows, promotions, popups, mobile texts, and educational content.
Website Design
I provided direction to a creative agency during the rebrand/redo of the website. After handoff I maintained updated and redesigned portions of the site.
In addition to maintaining the website and designing landing pages we also did a full redesign on the Amazon storefront.
Merch & Imagery
Merch and imagery are more subtle ways a customer interacts with the brand. To get the ball rolling I designed t-shirts, stickers and koozies with plans to create more artistic t-shirt designs and new tiers of product in the future.
I also vetted, briefed and directed the photography, videography and illustration design for the new brand. All components are intended to further the healthy, enlightened, and idealistic feel and intent of this brand all while identifying with the customers goals and ideals for themselves and their pets.
