Califia Farms' roots pay homage to the mythical Queen Califia, who ruled the island of California and provided fresh bountiful food to the inhabitants. We wanted to take this story and bring it to life through the company's primary values: encourage a plant-based diet, educate on environmental impact and inspire through recipes and ingredients.

I pitched this vibrant collage-style brand to our CEO, which was then green lit to expand into a proper system. I art directed our hero video above, and we built out a new linocut logo to match (which has slowly been applied to new SKU packaging), a color system, and ingredient collages to represent our breadth of product categories from plant-based milks, coffees, creamers, yogurts and butters.

Once the system was created, I expanded it out with tangible creations like wheat pasting ads, clothing, stickers, totes packaging and more.

Our new photography needed to match our updated brand. The inspiration was the products themselves; nourishing, non-engineered food with a nod to California. Styling that used a mix of raw materials like stone, wood and glass, incorporated with the actual ingredients, along with colored backgrounds from our new palette brought the brand together in photo form.

While initially working with an external studio, we decided we could replicate the look in-house to keep within our tight budget. I worked with our photographer to art direct and style our product photoshoots. I used these assets to design for Amazon PDP and sales went up 350% across all SKUs. Califia was also Amazon's #1 account for April 2020.

For the sustainability team, I created style frames and boards for videos like the one below, where we talk about environmental impact.

Califia Farms decided to launch their first ever coffee by the pound bag for their Signature and Dark Roast blends. It's inspired by the patterns of Colombia and Ethiopia where the coffee is farmed. I drew custom illustrations that represent the landscapes and faces of the farmers who are a part of their Direct Trade partnerships.

Califia is the #1 plant milk and refrigerated RTD coffee brand, and there was a unique opportunity to have a stronger focus on its direct-to-consumer experience. We created a robust website with product category pages, product detail pages, and integrated cross-channel media from socials, blog articles, and educational content.