During the pandemic, grocery delivery surged as one of the fastest-growing consumer behaviors. But the convenience came at a cost: to consumers, food producers, restaurants, and the environment. The gig economy drained resources and squeezed already thin margins across the food industry.

Good Eggs, a beloved Bay Area marketplace, needed a complete overhaul to regain market share and expand beyond its home turf. In under a year, my small team reimagined every part of the brand—from voice and tone to photography, brand values, and packaging design.

I started by redefining company values in an internal and investor manifesto film.