MARKETING EXPERIENCE
Pickle Envy Logo, Retail Labels & Brand Merchandise
Role: Creative Director
Timeline: June 2023- December 2024
The strategy of the brand design came down to visually communicating the businesses aesthetic and values: Funky, homegrown and instantly iconic.
The logo features a mascot that positions the Pickle Envy pickle in the same product arena as national competitors like Grillo’s.
The suite of Pickle Envy product labels distills the complex history and practice of fermentation that the business employs in its production methods. Combined with a central focus on locally-sourced ingredients, the simple yet bold label style facilitates instant recognition, and transparent communication of the business values and manufacturing processes.
T-shirts, tote bags, aprons and lighters feature the Pickle Envy logo, and have collectively contributed $18,000+ in lifetime sales to the business.
Pickle Envy Farmers Market Sales Strategy
Role: Market Lead
Timeline: June 2023 -January 2025
The weekend farmers markets constitute 70% of Pickle Envy sales, and represents the fundamental marketing strategy of the business. Pickle Envy built organic following and customer awareness week-over-week with reliable presence and an eye-catching vendor presentation.
As a market lead, I closed sales through active sampling and personal engagement to funnel customers beyond interest and consideration into evaluation of Pickle Envy’s flavors and product offerings. Once customers tasted the product, it would facilitate a high rate of return, typically resulting in purchase of one product, and very often multiple.
Finally, Pickle Envy encouraged loyalty and repeat purchases by offering a jar buy-back program. This kept Pickle Envy at top-of-mind for returning farmers market customers, as they would collect used jars to return at the market tent.
GTM Case Study: White Mountain Yogurt
Objective: Facilitate White Mountain Food’s entrance into a new market segment, local Farmers Markets, to align WMF with customers’ desire for healthy food and buying local.
Success Metrics: Increase penetration rate at H-E-B grocery locations in Austin from 8% to 10% within one year.
In the brief:
1. Competitive Analysis & Positioning,
2. Customer Persona & Journey Mapping,
3. Messaging & Value Proposition,
4. Go to Market Launch Plan
Client: White Mountain Foods
Timeline: January 2026- December 2026