2018 - 2024
Hungryroot is a grocery delivery and meal-planning service that makes healthy eating effortless.
We experienced exponential growth during my five years with the company. I was responsible for evolving and maintaining Hungryroot’s visual identity through a full rebrand, followed by another strategic repositioning.
The previous look + feel had served Hungryroot well in retail, but was starting to feel dated by 2018.
Leadership partnered with Four Flights Up agency to concept a rebrand.
The Rebrand
The goal of rebranding was to set Hungryroot apart from meal kits as a “food product brand.”
In my first year, we created over 60 new packaging designs, redesigned the website, and launched a pop-up shop in NYC.
The Repositioning
Customers struggled with the “Building Block” strategy and asked for more support with recipes. I was part of the team responsible for repositioning in 2019.
The new positioning was “Healthy Eating is Personal.” Our work laid the foundation for over 20x growth.
Partners
Creative Director: Kara Freewind
Strategy: Language Dept
Photography: Hargreaves and Levin
“Lisa was instrumental in defining and building our brand through over 20x revenue growth. Not only is she a talented creative director, graphic designer and brand builder, but she is one of the most thoughtful, caring teammates I’ve ever had.”
— Ben McKean, Founder & CEO of Hungryroot
DRTV
Hungryroot kicked off DRTV during the height of the pandemic. Here, we focused on the joy of a full fridge using real sourced UGC. It was highly resonant, with 44M views on Youtube alone.
In 2023, we partnered with Goodbrother to create a produced spot for brand positioning. As the sole CD, I weighed in on decisions from script to storyboarding, casting, styling, and food.
Art Direction
Photo team: Michael Marquand (photography), Jenna Haufler (production + photo), Molly R. Villa (culinary + styling)