Lunds & Byerlys has been the Twin Cities' premium grocer for decades. The challenge was extending that reputation to a younger audience to sustain long-term sales. The ask: communicate quality, value, and diversity product offerings, and position Lunds as a leader in the local food space.

I led the creative direction for all photo and video output, redesigned private label product photography, and oversaw culinary editorial, maintaining a premium, fresh, organic reputation while speaking to younger audiences through use of modern flavors and visuals. Over a decade-long relationship, this work has driven consistent engagement growth on social media, kept Lunds' brand visuals cohesive and trusted at every touchpoint, and led to a significant expansion of private label production work.

MY ROLE:

Photo + video creative direction · Production oversight + storyboarding · On-camera talent · Culinary editorial direction + recipe development · On-set art and food styling