At Big Fish I helped refresh Whole Earth’s brand story as it grew beyond peanut butter into a bigger world of natural, feel-good foods. Working with the strategy and design teams, I helped bring more warmth, wit and vitality to the brand’s voice – making sure every word felt true to Whole Earth’s optimistic, down-to-earth spirit.

I also developed naming routes for the brand’s new protein ball range, which became Whole Earth Power Balls. The goal was to find a name that felt energetic and nourishing without losing that wholesome authenticity. The result helped launch Whole Earth into the healthy snacking space with a product that sounded as natural and full of life as the brand itself.