RYAN CHITWOOD
DESIGNING
Floura Project Header2.png

Floura & Co.

Ice cream legend Jeni Britton (Jeni’s Splendid Ice Creams) has started Floura, a new creative culinary venture that makes achieving gut health simple, delicious, AND good for the planet.

Working with my partner as freelance marketing studio, toyhaus, we created and executed a social media strategy for the brand, including market research, competitor analysis, updating the creative direction, photo styling, and copywriting.

The refreshed look incorporates new design elements that complement the existing product packaging and subtly nod to microbiology – with microbe-inspired organic shapes and a vintage science textbook feel.
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Updated organic social

The team at Floura wanted to shift their public-facing focus, seeking to resonate with a broader audience. I developed an interim brand package utilizing the core tenets of the brand: consensus science, gut health, and Floura’s unique flavors and quality. With a more focused color palette, font kit, and graphic styles, I was able to create a more cohesive voice across the social channel and overall web presence.

Floura Bites product launch campaign

Following on their core product of fruit-forward snack bars, Floura introduced Bites as a quick-fix option to meet customers’ daily fiber needs. In order to introduce the new product to fans, we organized and executed a photoshoot with hand-models to showcase the new product. The resulting suite of digital assets generated a fresh buzz and an uptick in both social traffic and sales conversions on their ecommerce site.

Paid ad creative

Focusing on the bars themselves and alluding to their health benefits, we chose to introduce new potential customers to Floura as a fruit-forward, prebiotic-rich whole food across a broad paid ad campaign. This gave us the ability to experiment with the creative in a low risk way and learn what resonates within and outside of the brands’s core audience. The first wave of assets quickly saw an uptick in engagement across the board, with the top performing ads on Instagram holding a 5% CTR.