Led creative direction and managed the development of diverse marketing assets for The Honest Kitchen, spanning packaging, paid social, retailer collateral (sell sheets, end cap headers, shelf talkers), print advertising, website, and more. Maintained brand consistency across all channels while tailoring design for engagement and conversion.
About The Honest Kitchen
Founded in 2002, The Honest Kitchen is on a mission to improve pet health through better nutrition. They produce a complete line of human-grade dog and cat food — from dry, dehydrated, and wet meals to treats, toppers, and hydration boosters.
Refreshed and refined The Honest Kitchen’s brand guidelines, creating a consistent visual identity across all channels. These updates established a stronger foundation for packaging, digital, and print, ensuring the brand feels cohesive, recognizable, and adaptable.
Led the art direction and creative management of The Honest Kitchen’s flagship dehydrated line refresh (~65 SKUs), renamed Wholemade, simplifying the design to highlight key product benefits and strengthen brand recognition.
In addition, directed packaging art direction and creative project management for 20+ new SKU launches, spanning treats, toppers, and complete and balanced recipes—including Puppy Meaty Littles treats, LTO Reindeer Snacks, puppy and senior Wholemade recipes, and two new product lines: Essential Clusters dry food and Mousse wet cat food.
Designed a variety of in-store signage—including aisle violators, shelf talkers, and a display shipper—to increase brand awareness and drive purchase at retail. This work supported The Honest Kitchen’s national launch in PetSmart in early 2025 and expanded visibility in Petco.
Directed creative for a wide range of digital touchpoints, including email campaigns, paid social ads, and organic social content. Ensured brand consistency across channels while tailoring messaging and visuals to drive engagement, conversion, and community growth.