A completely new, bolder approach to branding for ZENB.

ZENB is an emerging D2C plant-powered food brand that specializes in yellow pea pasta products. The ZENB team wanted a brand pivot and to switch to a different set of target audiences: trendy Millennials and Gen Z foodies. Previously, the target was older age groups of health-conscious adults, where we highlighted the convenience and sustainability aspect of ZENB products.

 

From our research and white-boarding sessions, my team and I worked on 3 different concepts. After the initial concept was chosen, we developed 2 iterations of the concept. Ultimately, my creative direction was chosen. My art director and I worked closely on further defining the visual brand guidelines. The brand refresh was rolled out and implemented across all digital touchpoints. With this brand pivot, I was also able to explore, pitch, and design more trend-forward content ideas to match the more colorful and loud branding in order to establish ZENB as a hip voice among younger audiences.

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Overall, I supported over 200+ social posts, 2 product launches, 2 seasonal campaigns, and 60+ emails for ZENB.

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Art Director: Deanna Devlin

Lead Designer: Onpailin Rangsithienchai

Copywriters: Isabelle Egeling, Ellie Little

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