Head of Brand
G.O.A.T. Foods | 2025
360-degree rebrand:
web, email, packaging, paid, social
the challenge
Caramels.com had a great product, and a brand identity that didn't match. The look felt dated and commodity-focused, and the site wasn't converting. We needed a full 360° rebrand that honored loyal customers while attracting a new audience and offering something fresh.
the approach
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Repositioned the brand around nostalgia, warmth, and premium quality..."the days when sweets were truly special"
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Evolved the full visual identity: new typography, color palette, logo, packaging, and photography direction
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Art directed a 160-shot production to establish the new brand aesthetic across all channels
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Rebuilt the site UI/UX from the ground up, improving ease of navigation for a 55+ customer base while staying fresh for new acquisition
brand principles
web development
before
after
rebrand results
increase in new customers
+147%
+56%
increase in sessions in
2 months post-launch
-13% cpa
lower acquisition cost YoY
+10% roas
at 22% lower
ad spend