Bragg Rebrand
As America’s original health food company, Bragg not only has a cult following, but an expanding portfolio of ingredient-led products backed by a century of time-tested wisdom. However, the push for product innovation was becoming increasingly distracted by its heritage story. As the Creative Director with a small team and tighter budget, my goal was to evolve the brand as a modern leader in the category without disrupting its legacy status.
Role: Creative Director
What: Brand Identity & Strategy, Art Direction, Content Development, UX + Visual Design
Web & Content Partner: Willa Creative
Where we started: lack of brand identity beyond the founder story and packaging on shelf.
Where we ended: a vibrant world built around a modern nostalgia.
Brand & Style Guide
Product Photography
Next, we launched the brand’s first direct-to-consumer (DTC) website Bragg.com, developed a strategic lifecycle series, and updated assets across all brand channels like Amazon and Instacart.
A few favorite social bits and paid pieces.
We leaned into product education, recipe discovery, and expert panels.
The result: followers increased to over 100K overnight and engagement was up by 23%.
