As part of Tyson Foods' internal innovation lab, I helped launch Raised and Rooted, a first-of-its-kind plant-forward protein brand built to meet growing consumer demand for flexible, better-for-you eating. The initiative operated as a startup within one of the world's largest food companies — moving with speed and conviction while leveraging Tyson's scale.

My role centered on shaping the visual and tonal identity through packaging, advertising, and brand film. In a category that often skewed activist or austere, Raised and Rooted needed to feel like a confident, natural choice for mainstream consumers. When the food itself is exceptional, the brand's job is to get out of its own way and invite people in.