Hero Brand Launch

Hero™ is a startup that makes a variety of carb-free and sugar-free flour based delicious products. Under the Chief Brand Officer and CD, I joined a small internal creative and comms team who together developed the branding and strategy from scratch for a young, Gen Z-led consumer base that would become our brand ambassadors and take our bread mainstream.

We created a fun and bold brand that would stand out from the bread aisle and make you feel excited to be eating delicious bread, croissants, tortillas and donuts without any guilt – or carbs. I led the art direction for the video, design for retail packaging, and drew a host of illustrations for the website.

Hero’s launch campaign included an big activation celebrating “The Carbpocalypse” – a countdown to the end of carbs, was designed to be irreverent, unapologetic, and completely shareable, with social content that would kick off a new era of unbridled bread love. We collaborated with the talented musical artist Stella Bossi on the “Bye Carbs” track.

CD Giselle Guerrero
3D Pawel Pietryka
Photography Young Hero