Good Eggs
Brand Creative direction
I joined Good Eggs amidst a time of much change for the decade-old brand, and only a handful of months before a major acquisition. I executed an overhaul of all brand touchpoints, including visual, editorial, and content strategy.
Back to the roots
One of the key aspects of my roIe included reshaping the brand’s personality. There had been several major transformations throughout its history, and the directive was to return the brand back to its roots as an online farmer’s market.
Visually, this meant updating the photography style to feel bolder and warmer while emphasizing lived-in, relaxed styling.
In this updated version of the brand, the food is always the star. We shifted toward a world where food feels almost technicolor, and we let it shine amongst neutral props and warmer, varied lighting.
Eating with the seasons
Similarly to the focus on seasonality with food, I shifted lighting styles with the seasons to maintain a connection to nature within the imagery. This really shines through in the different meals we showcased throughout the seasons. Whether we were showing a mid-week dinner idea or a celebratory brunch, the images were always crafted as a celebration of food.
For the love of food
Celebratory moments at Good Eggs went far beyond the holidays. Part of my work really aimed to make shopping for and eating food a joy. It wasn’t too difficult to translate my love of food to imagery, but I especially love these vibrant interpretations of party foods.
Credits:
Erin Scott, Photography
Nicole Beck, Photography
Lillian Kang, Food Styling
Marina Freytas, Food Styling
The brand world
The brand refresh I executed included updates to the brand typography and color palette, in addition to the photography style. After a lot of experimentation, we landed on an amalgamation of oddly-matched greens paired with hints of deep oranges and soft taupes. Typography was shifted to Concrette M by Displaay Type Foundry paired with FK Grotesk Neue by Florian Karsten Typefaces.
