Freshpet | Nature’s Fresh
At Freshpet, we kicked off a refresh for the sub brand Nature’s Fresh in late 2021 and launched a new look and feel in the summer of 2022. Knowing that our target audience for this particular brand was heavily into sustainability, we used this insight to drive the visuals for the website, video creative, and photoshoot that our creative team brought together to visually represent Nature’s Fresh for a modern audience.
Our Freshpet packaging team led the visual direction with Farm Design and from there we used this treatment to inspire our additional creative work for other brand equity that needed an update.
We wanted to cast a wide net for paid media and worked with Harter creative and Quickframe (MNTN) to bring to life a story that would target 3 very different audiences within our target audience but feel like a collective story. We developed 3 different vignettes that would tell a sustainable story for each audience on social, and on our site, so that people would gravitate toward seeing the story that fit their lifestyle.
For photography we really wanted to take Freshpet to a new visual level, and help to separate this brand visually from the other sub brands at Freshpet. We worked with Lindsey Swedick and Julie Dumas Rose to bring this to life. We were able to create really beautiful moments that would appeal to both dog owners on social and people who love food.
Team Members:
Associate Creative Director; Maureen Cooley (me)
Art Director; Katie Hanifin
Video:
Video; Harter Creative
Video Agency; Quickframe (MNTN)
Photo:
Photographer: Lindsey Swedick
Stylist: Julie Rose Dumas
Food Stylist: Hadas Smirnoff
Photo Assistant: Joanne Li
Our Freshpet packaging team led the visual direction with Farm Design and from there we used this treatment to inspire our additional creative work for other brand equity that needed an update.
We wanted to cast a wide net for paid media and worked with Harter creative and Quickframe (MNTN) to bring to life a story that would target 3 very different audiences within our target audience but feel like a collective story. We developed 3 different vignettes that would tell a sustainable story for each audience on social, and on our site, so that people would gravitate toward seeing the story that fit their lifestyle.
For photography we really wanted to take Freshpet to a new visual level, and help to separate this brand visually from the other sub brands at Freshpet. We worked with Lindsey Swedick and Julie Dumas Rose to bring this to life. We were able to create really beautiful moments that would appeal to both dog owners on social and people who love food.
Team Members:
Associate Creative Director; Maureen Cooley (me)
Art Director; Katie Hanifin
Video:
Video; Harter Creative
Video Agency; Quickframe (MNTN)
Photo:
Photographer: Lindsey Swedick
Stylist: Julie Rose Dumas
Food Stylist: Hadas Smirnoff
Photo Assistant: Joanne Li