Global leading recipe kit brand

The Challenge:

The business wanted to evolve its approach to content, from practical and product-first to something more emotionally resonant and brand-defining. The goal was to push thinking beyond day-to-day recipe delivery and explore how content could reflect the deeper ways people connect with food, without losing sight of their specific audience segments. The brand wasn’t just looking for inspiration, they needed a clear sense of what they could become.

My Approach:

I began by auditing the brand’s existing content and messaging to identify creative gaps and missed opportunities. Drawing on audience insights, I developed a visual moodboards and strategic decks designed to showcase what best-in-class, emotionally rich food content looks like tailored to the needs, habits, and aspirations of their key customer groups. Alongside this, I developed two major brand extension concepts that brought the vision to life and demonstrated new ways for the business to expand its editorial and cultural footprint.

The Outcome:

The work helped shift the brand’s perspective on content showing both leadership and internal teams what’s creatively possible. It became a key input into the ongoing strategy, shaping conversations around long-term content direction and how the brand shows up emotionally across channels.