Project overview
(via Zeus Jones)
Oobli, formerly known as Joywell, challenged us to introduce the world to sweet proteins, a breakthrough food innovation poised to radically change the way our culture eats and drinks. But to do that, we had to get smart on emerging food tech, translate it for a wide audience, navigate misinformation and break through the nonsense of diet culture—all to restore the joy of sweetness.
MY ROLE
As one of the lead strategists on the team, I contributed to several phases of a branding project to launch a new food category and stand out in a crowded space.
I led a category analysis of the chocolate landscape, from established mainstream brands to specialty startups, to see how brands and products connect with the target audience.