Brand and growth campaigns for a fast-growing food startup
Munchery was a San Francisco meal delivery startup that recruited chefs from award-winning restaurants like Michael Mina and Gather to deliver high-end meals to people’s doorsteps and offices. As its first designer, I had the opportunity to help shape the brand’s visual identity across every digital and print touchpoint.
As Junior Designer, I partnered with the marketing team to refresh Munchery’s brand narratives and seasonal promotions across ads, paid social and site banners as the company expanded from the San Francisco Bay Area into 3 new markets: Seattle, New York and Los Angeles.
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Shown here are samples of creative for a healthy kids’ dinner promotion, New York launch and retargeting ads that I regularly refreshed with new photography, copy and offers.
Direct mail and postcard campaigns across 8 cities and regions
As Munchery grew beyond the San Francisco Bay Area, I created print campaigns that introduced the brand to new households and local offices. These direct mail cards and postcards supported growth across 8 cities and regions: San Francisco Bay Area, Seattle, New York, Los Angeles, Washington D.C., Portland, Sacramento and San Diego.
For household acquisition, I created direct mail flyers with variations based on photography, location and promotion. I also helped expand Munchery’s visual identity with illustration and collage, giving seasonal campaigns a way to communicate themes like summer and local delivery moments beyond food photography alone.
For office growth, I designed postcard campaigns promoting expanded delivery into new cities, helping spur 1,000 new customers across 50+ key office locations.
Lifecycle email programs supporting 5,000 daily meal orders
Later, as Email and Print Designer, I taught myself to code so I could own Munchery’s end-to-end email program, designing and building responsive emails that helped customers discover daily menus, understand membership benefits and stay updated on home cooking kits.
For Plaid Box, Munchery’s home cooking kit product, I built an automated lifecycle email program using API data feeds to dynamically populate food imagery, product descriptions and messaging. The system automated 100% of customer communications across 5 triggered lifecycle states: welcome, active, reminder, changed and canceled.
For Munchery’s Membership program, I created educational email flows that introduced new members to key benefits after signup, helping customers understand the value of recurring perks, savings and ordering convenience.
The Daily Menu email was a key ordering driver, helping customers see what was available each day and supporting 5,000 daily meal orders through a responsive email experience.
Packaging and recipe cards for 14 million delivered meals
I produced print-ready packaging and collateral that helped make Munchery’s brand feel polished from inbox to doorstep. This included branded delivery bags, food box sleeves, labels and recipe cards, preparing dielines, reviewing proofs and ensuring color and design accuracy across the physical customer experience.
For Munchery’s first cooking kits, I designed ambitious quad-fold recipe cards that combined photography, illustration and step-by-step instructions. As the meal kit program grew, I helped evolve the format into a simpler, scalable version that used one hero photograph and reduced illustration needs, lowering production time and photography resources for new monthly meal kits.
I also designed branded delivery bags and food boxes using Munchery’s logo, patterns and colors, then prepared final CMYK production files against vendor dielines. The work supported a branded delivery experience across 14 million meals.