NatureBox

NatureBox delivers delicious, better-for-you snacks right to your door (you can now find them in-store as well!). Food subscription services were such a hot trend and we needed to figure out a way to not only stand out but to also create an differeintiated and ownable brand with a compelling story. After a lot of consumer research, we developed a recognizable brand that is approachable and fun while expressing our commitment to high-quality (in both our snacks and our brand communications).

The Problem:
When I arrived at NatureBox, there wasn’t much of a brand and no positioning presence. As NatureBox became more popular, we eventually extended sales into Target and Safeway, and we needed to evolve the packaging as well as the newly-minted positioning to optimize the experience across all channels.

Because we were driving people directly to the site after their in-store purchase, we needed to create a seamless experience across all touchpoints. 

The Solution:
Using data from focus groups, user-testing, additional consumer-insights, and constant testing (across all marketing channels), we established a new brand positioning and jumped into strategic execution. The first step was new art direction for our entire catalog (over 120 snacks), new snack photography throughout the site, integrated campaigns (new landing pages for specific offers, emails, and social), social media, and finally, packaging.

With these updates, we increased the conversion rate by 3X, increased sales by 30% within the referral program, and our packaging (including POS, and endcaps) launched in Target and Safeway with great success.

Social media became a focus because we have unique snacks and flavors that you may have never tried. By tapping into our customer quotes, we brought reviews forward and used them to attract new members and taste buds.

After testing, we quickly transitioned from a subscription model to a strictly e-commerce model, which allowed us to concentrate on our members' feedback and iteratively develop snacks/flavors they were craving. With the new model, we are also able to create more testing platforms, whether that was our snacks or our landing pages (copy, images, and CTAs).

My Contributions:
Creative direction, art direction, site design, landing page design, email design, attended focus groups, monitored user-testing, managed internal and external creative teams, designed in-store signage and displays, worked with the corporate team to deliver consistent but varied in-store experiences for different stores