Project Snapshot

Organization: GrubMarket
Industry: Grocery eCommerce
Roles: Art Director, Brand Manager
Deliverables: Post Acquision Brand Merge, Creative Strategy, Visual Design, Content Strategy, Integrated Marketing

Challenge: Establishing a Standout DTC Grocery Experience

Breaking into the direct-to-consumer grocery and subscription space, GrubMarket faced stiff competition from established players and emerging startups. The challenge was to build immediate brand recognition and trust, introduce consumers to the value of local produce, and translate the quality and ethos of farmer’s markets into a compelling digital and physical experience.

Approach: Shaping a Lifestyle Brand Through Visuals and Community

As Art Director and Brand Manager, I defined a vibrant new visual identity rooted in authenticity and freshness. I led the design of unified campaigns and a refreshed digital platform, integrating custom illustration, dynamic food photography, and cheerful color palettes. We launched Locavore Fest—a flagship event platform that blended in-person community celebration, product sampling, and live storytelling. Influencer partnerships and narrative-driven marketing anchored GrubMarket as both a premium food destination and a lifestyle brand.

Outcome: Energized Engagement and Cultural Impact

The revitalized brand turned GrubMarket into a recognized leader for fresh, local groceries—expanding our subscriber base and earning loyalty through memorable touchpoints. Customers raved about the curated experience, while the Locavore Fest partnership model increased awareness and drew urban audiences closer to local farming culture. Ultimately, GrubMarket’s reputation and customer engagement grew rapidly, fueling sustained business growth and cultural relevance within the evolving food landscape.