FEED — Brand Creative

FEED is an impact-driven lifestyle brand founded on the belief that food is a universal human right (with over 126 million meals donated through purchases). As head of creative, I re-defined the brand's look & feel and ensured all visuals embody FEED's warm, organic, and modern aesthetic.

Role– Creative Director

•Owned & paid media
•Digital & print
•Packaging
•Branding

Pink and white wildflowers growing in a field with green foliage and trees in the background.
A smiling woman with long dark hair wearing a cream knitted sweater and white pants, standing outdoors in a field of tall grass, laughing with her eyes closed.

After 15 years since the brand’s inception, the brand book was due for a refresh. I wanted to maintain the hand-touched feel but elevate elements like typography, color palette and photography standards.

Woman with curly hair wearing a yellow patterned sweater and blue rain boots, carrying a large brown bag, standing outdoors in front of chopped firewood stacked on a shed.
A hand holding a green apple on an apple tree with green leaves, under a partly cloudy sky.
Comparison of the Louize and Good Sans font styles, showing uppercase and lowercase alphabet letters.
Close-up of textured fabric bag with the text 'Beautiful Bag. Beautiful Impact.' overlaid.
A woman in a blue dress standing outdoors in a field with green grass and trees in the background, looking off into the distance with a confident expression. There is a quote overlay that reads, "I simply believe food is a universal human right."
A collage of six sections featuring natural textures and plants, including woven fabric, field grass, pink flowers, dried clay, and water droplets on fabric, with color swatches and labels for Feed Green, Blush, Cream, and Clay.

Filmed in Nature, Framed with Feeling

The brand refresh took shape through a shoot at an apple orchard in upstate New York—a perfect backdrop to the products—conveying the beauty of nature and sustenance. We shot on film and Super 8 for a warm and imperfect look.

A woman with curly blonde hair wearing a pink chunky knit sweater holds a bouquet of orange and green flowers and stands in front of a red wooden wall with a large brown bag over her shoulder.
Two women smiling and standing close together outdoors, with greenery and a cloudy sky in the background. They wear sweaters and carry shoulder bags.
A picnic table set outdoors with a large bouquet of colorful flowers, a bottle of red wine, grapes, apples, a salad in a wooden bowl, a cheese and meat platter, and lit candles in candlesticks.
Open cardboard box with pink fabric item labeled 'FEED', a note indicating 95 school meals provided, and printed messages encouraging positive change, with a larger box in the background.
Open magazine featuring a woman in a colorful dress on the left page and a woman holding a black bag in a field of pink and white flowers on the right page with the caption "Beautiful Bag, Beautiful Impact."

Bags that do more.

Photography– Emma Trim
Videography– Greg Travers
Camera Assistant– Luis Romero
Styling– Connie Berg
HMU– Sophie Ono
Floral Design– Heartbreaker Flower Farm