BRAND VOICE · INTEGRATED CREATIVE DEVELOPMENT· WEB COPYWRITING · PAID DIGITAL · SOCIAL · PRODUCTION STEWARDSHIP

The Jackfruit Company had set a rebrand in motion that was steering their products toward a new audience—committed meat eaters that were veg-curious. With jack & annie’s, they needed to extend their packaging to a full-fledged identity with a friendly, inviting tone to match. We skipped trying to explain what jackfruit is, and gave being preachy about the planet and health a hard pass. Taste was #1. We introduced the meatiest plant around with the launch of the website, and assisted in the paid and organic launch of the brand on social.

Creative Director: Kate Kayne

Web Design + Development: Fabien Dodard

Copywriter: Kate Kayne