THE ROLES: Creative Direction

THE JOB: Once a B2B-only purveyor of the finest animal fats this side of Chi-town’s restaurant scene, South Chicago Packing found overnight DTC success when they started selling their tallow to the culinarily-curious during the pandemic. They came looking for a way to spread the good word of wagyu tallow and increase their sales to keep building their new consumer brand.

THE RESULT: I established a new tagline for the brand, Dabble in Dairy-Free, while modernizing Miyoko’s brand voice, leaning into cheeky, flirty, TikTok-ready lingo. This paired well with a vibrant, refreshed palette that capitalized on the brand’s existing SKU colors and premium nature. Less beige, more blue!

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.”