Purple Carrot / Well+Good Recipe Collaboration

Role: Art Director, Graphic Designer

Context

Purple Carrot partnered with Well+Good to create a series of plant-based recipes and needed a multi-channel campaign to promote the collaboration. The goal was to generate excitement, celebrate shared brand values, and visually express the concept of partnership through unified design. The campaign needed to live across social media, OOH, and recipe materials, all while feeling true to both brands.

Multi-channel campaign (OOH, Print, Social)

Solution

I led the design and art direction for a campaign built around the ampersand symbol which was used as a central visual and conceptual motif to represent collaboration and the coming together of flavors.

The ampersand didn’t just announce a partnership, it acted as a connective thread, linking ingredients in recipe teasers and tying together the voices of Purple Carrot and Well+Good.

Through a series of engaging social posts, posters, and recipe booklets, we used the ampersand to celebrate the joy of plant-based cooking and the power of collaboration in a way that felt playful, modern, and meaningful.

Impact

  • Drove a 7% bump in meal kit orders during the promotion week (~1,700 more than the average 24,000/week)

  • Boosted social engagement 5% with playful, eye-catching animations

  • Strengthened brand alignment with a respected wellness media partner

  • Reinforced Purple Carrot's positioning as a fun, collaborative voice in plant-based eating

  • Delivered a visually cohesive campaign across recipe features, social teasers, and branded content

Social Media

Introduction

Instagram post and story animations introduced the partnership with a bold ampersand motif and colorful photography, visually reinforcing the theme of collaboration while creating eye-catching moments that set the tone for the campaign.

Teasers

Recipe teasers used the ampersand as a connective device linking ingredients like garlic & parsley & cavatappi to mirror the brands' partnership and build customer interest.

Reminders / Experience

To elevate the experience, we created two-frame, click-through animations that let ingredients dance around each plate, giving users a reason to pause while tapping through their Instagram Stories. It was a small detail that added interaction and personality, and it drove a 5% bump in social engagement for the campaign.

Versatility

The campaign was designed for versatility, with the ampersand acting as a unifying thread across OOH placements, social content, and recipe booklets ensuring a cohesive brand experience and reinforcing the story of partnership at every touchpoint.