ROLEs: Creative Direction, Copy

Miyoko’s was looking to freshen up their brand and expand their audience, specifically when it came to reaching the “dairy-free-curious.” The brand also wanted to speak to a younger demographic and was particularly interested in more approachable language that moved away from their established aesthetic of softer visual tones and lingo that focused on veganism and cruelty-free products. In short, they wanted to still feel elevated, but also cooler 💅

I established a new tagline for the brand, Dabble in Dairy-Free, along with a visual refresh in a more vibrant palette that capitalized on the brand’s existing SKU colors and premium nature. Less beige, more blue! I also modernized Miyoko’s brand voice, leaning into cheeky, flirty, TikTok-ready lingo.

Additionally, I provided creative direction on three content shoots: the first being our summertime “Dabble in Dairy-Free” shoot, the second focusing on capturing Miyoko’s products and their ingredients, and the third showcasing the brand’s use of butters and cream cheeses in baking during the holiday season.

When it comes down to it, we just want to show customers that Miyoko’s products are “butter, but like, better.”