Bringing a single-ingredient brand to life online
ROLE
Creative Lead
DELIVERABLES
Illustration
Packaging Design
Amazon Assets
Brand Templates
Photo & Video Art Direction
Social Media Assets
CLIENT
Modern Cupboard / Cupboard
CONTEXT
Extending an illustration-driven identity across 30+ SKUs
Modern Cupboard had a strong illustration-driven identity and a brand guideline to match—but no digital asset system, no Amazon templates, and no clear framework for how the brand should translate online. I built it all from scratch: new illustrations faithful to the established style, a full Amazon asset suite, and a repositioned template structure that put the brand's single-ingredient story front and center.
CHALLENGE
A strong brand that hadn't made it to Amazon yet
The brand identity was solid, established by an agency before I came on. The digital side was underdeveloped. With 30+ SKUs getting ready to launch and no Amazon templates or e-commerce framework in place, everything needed to be built quickly and scaled across a wide range of product forms and package sizes. There was also a positioning opportunity sitting unused—most of Modern Cupboard's products were single-ingredient or diet-specific, exactly the kind of transparency health-conscious online shoppers actively look for. The existing brand wasn't leading with that.
APPROACH
Templates, illustrations, and a clearer product story
I built the Amazon asset system from scratch, working within the established illustration style while creating all new templates for PDP and A+ content. Where the brand guidelines left gaps—ingredients or flavors that hadn't been illustrated yet—I created new ones designed to fit seamlessly within the existing visual language. In total I illustrated 28 new ingredients and flavors, from straightforward produce like blueberry and shallot to more abstract flavor representations like cake batter, white vinegar powder, and cotton candy.
Template structure was built around single-ingredient clarity and dietary callouts, making it immediately obvious what's in each product and why it fits a shopper's lifestyle. Every template was designed to flex across the full SKU lineup despite varying product forms and package sizes—pouches, bottles, and more—so applying it to new products was an execution task rather than a design task.
Photography art direction covered 2 on-location shoots—shot lists and run-of-show plans built to keep the visual tone consistent with the brand's warm, home-cooking identity. Short-form video direction during the shoot covered simple product motion for use across e-commerce and social. I also worked with the growth marketing specialist to establish a visual framework for social and created templates for ongoing execution across Instagram and Pinterest.
Lupin Flour product photography
Expanded illustration library applied to packaging
RESULT
Single-ingredient clarity, at scale
The brand launched on Amazon with a cohesive ecommerce presence across 30+ SKUs—a full illustration library, flexible templates, and photography that felt native to the brand identity. The single-ingredient and dietary messaging was woven into every touchpoint, giving health-conscious shoppers a clearer reason to buy.
Selected Amazon PDP images
Social media posts
Selected Amazon A+ Content