Go-to-Market
Launched on Indiegogo to build community and validate demand before scaling to DTC. The crowdfunding approach allowed us to test messaging, gather real customer feedback, and refine positioning based on actual purchase behavior—not focus groups.
Outcome
Successfully validated product-market fit and transitioned to owned DTC channel, proving real food could compete in functional nutrition.
Go-to-Market
Launched on Indiegogo to build community and validate demand before scaling to DTC. The crowdfunding approach allowed us to test messaging, gather real customer feedback, and refine positioning based on actual purchase behavior—not focus groups.
Outcome
Successfully validated product-market fit and transitioned to owned DTC channel, proving real food could compete in functional nutrition.
Challenge: Building a DTC Brand in an Untrusted Category: The functional nutrition space was dominated by pills, powders, and pseudoscience. Tyson's Innovation Lab needed to introduce real food into a category where consumers had learned to be skeptical. The challenge wasn't just product development—it was earning credibility in a landscape built on empty promises.
Strategic Approach: We positioned Pact as chef-composed, nutritionist-designed real food that happened to be functional. Each flavor targeted specific wellness outcomes (digestion, skin health, focus) through ingredient transparency, not marketing claims. The brand voice rejected wellness industry jargon in favor of straightforward honesty about what the product was and what it could do.
Client
tyson foods
DELIVERABLES
Strategy
BRANDING
Package design
PHOTOGRAPHY
Year
2021
Role
Creative Direction
Challenge: Building a DTC Brand in an Untrusted Category: The functional nutrition space was dominated by pills, powders, and pseudoscience. Tyson's Innovation Lab needed to introduce real food into a category where consumers had learned to be skeptical. The challenge wasn't just product development—it was earning credibility in a landscape built on empty promises.
Strategic Approach: We positioned Pact as chef-composed, nutritionist-designed real food that happened to be functional. Each flavor targeted specific wellness outcomes (digestion, skin health, focus) through ingredient transparency, not marketing claims. The brand voice rejected wellness industry jargon in favor of straightforward honesty about what the product was and what it could do.
Client
tyson foods
DELIVERABLES
Strategy
BRANDING
Package design
PHOTOGRAPHY
Year
2021
Role
Creative Direction
PACT Snack Bites
PRODUCT INNOVATION: FUNCTIONAL SNACKING