Thrive Market Goods

Thrive Market Goods, one of six owned brands with 700+ skus, began rebranding to differentiate it from competitor private label brands and evoke the superior quality and value of the products to best perform on an e-commerce platform. The challenge was unifying diverse categories while maintaining clarity and visual impact across a wide range of pantry essentials.

We created an adaptable and focused design architecture that visualizes Thrive Market’s brand values and works across hundreds of different packaging structures and substrates. The visual language is irresistible, bold, and counter-worthy—vibrant colors, expressive patterns, and clean typography that connect products across categories.

Creative Direction: Elise Crevier
Art Direction: Savannah McAnally
Design: Anat-Erez Fellner, Kellie O’Hara, Julie Tran, Savannah McAnally
Photography: Matthew Schulert, Elisha Knight

OLLY Body Care

For OLLY’s first-ever body care launch, the Mood + Skin collection extends the brand’s signature “inside-out” wellness ethos into personal care. Inspired by the disruptive design of OLLY’s core vitamin line, the visual system combines eye-catching colors and mesmerizing patterns with a straightforward hierarchy and silver foil accents that signal premium quality. Alongside building the packaging design system and brand identity for the category expansion, the work also encompasses art direction for photography and creative direction across paid social and digital assets—shaping a 360° launch campaign with a cohesive presence across retail and ecommerce.

VP of Creative: Elise Crevier
Creative Direction: Savannah McAnally
Design: Morgan Wren, Yoona Bae, Savannah McAnally
Copy: Shira Karsen, Chris Ku
Photography: Dan Saelinger, Jonny Marlow

Rosey

Thrive Market knows your home is your happy place—even when life gets messy. Our goal was to create a home cleaning brand that embodies that sentiment. Meet Rosey.

Rosey’s design system leads with scent cues that highlight high-quality, planet-friendly ingredients. Hand-crafted illustrations and a soft serif typeface establish an approachable visual language that pops on digital shelves.

We developed a scent-forward, customer-focused architecture. Insights from Thrive Market members informed visual cues, front-of-pack call-outs, and the overall brand language, ensuring the design resonates with eco-conscious shoppers.

Creative Direction: Elise Crevier
Art Direction: Savannah McAnally
Design: Anat-Erez Fellner, Julie Tran, Savannah McAnally
Illustration: Mo Newman
Photography: Matthew Schulert, Elisha Knight

hayati

Hayati is building a modern Arabic food brand that honors its roots while feeling fresh and design-forward. The debut Palestinian-style Green Za’atar packaging pairs a sleek tin with a funky serif nodding to Arabic culture, supported by playful graphics and a reimagined evil eye that radiates energy, warmth, and optimism.

A vibrant palette reflects founder Yasmine’s identity, while every detail—from typography to patterns—creates a sophisticated, approachable system that introduces her culture and invites a new generation to the table.

Agency: Parts & Labour
Creative Direction & Design: Savannah McAnally
Illustration: Jen Johnson

go get em tiger

The beloved LA coffee shop was launching nationally with a ready-to-drink version of their fan-favorite sparkling tea. Our goal was to keep the authenticity, quality, and brand DNA intact while introducing a SoCal favorite to a wider audience.

The name is iconoclastically long, going against one of the classic tenets of good branding—shorter is better. However, we knew the name was our anthem, cheering people on before they do extraordinary things. We’re the thing you do before the thing you do, as the founder liked to say. “Our name is a cheer. Go out there, go forth, go do great things. Go get ‘em tiger.”

If we were going to embrace the name, the logo had to follow. We kept the spirit of the original mark but gave it a much-needed refresh—refining clunky letterforms and elevating the overall look so it felt intentional, not like a quick live-trace in Illustrator. With the refreshed mark, we built a packaging system that connects to the fun-loving energy of the brand.

Agency: Meaningful Works
Partner: Stephanie Kuga
Design Direction & Packaging: Savannah McAnally
Logo Design: Will Dove
Design: Lizzie Watkins
Photography: Tatijana Vasily

WonderWonder

What happens when a studio makes their own product and asks you to lead? WonderWonder, baby. From product development to branding, this project was the brainchild of creative women who needed a sidekick with kick.

We uncovered a market white space: energy products largely speak to men or athletes. Meanwhile, women are experiencing record levels of fatigue—juggling work, home, self-care, social oblgations, the weight of persistent gender bias, etc. etc. 🥴 The few energy brands that do target women are soft and passive, and our female-led creative team knew women to be anything but.

So we created WonderWonder: a clean energy product with natural ingredients, calm sustained energy, and great taste. The brand is bold, empowering, and unseriously serious—supported by a research-driven identity and e-commerce launch on Amazon, complete with A+ content that conveys the product’s unique benefits and distinctive voice.

Agency: Meaningful Works
Partner: Stephanie Kuga
Design Direction & Packaging: Savannah McAnally
Art Direction, Design, & Photography: Summer Woodward
Copy: Dana Tiel
UX/UI: Madalyn Lee & Kristy Toyoda

donutful

Donutful celebrates simplicity, honesty, and joy. Bold typography, macro photography, and a modern pink inspired by the classic donut box create a shelf presence that disrupts the category. The whimsical, self-aware name and playful design system reflect the brand’s core values—simple, dumb, joyfulful—making elevated, better-for-you donuts approachable, provocative, and unforgettable in a crowded, dated baked-goods landscape.

Read Dieline feature here 👈

Agency: Meaningful Works
Partner: Stephanie Kuga
Design Direction: Savannah McAnally
Associate Design Direction: Taylor Smith
Copywriting: Dana Tiel
Design: Levina Lasmana
Photography: Tatijana Vasily

Thrive Market Brand Campaign

Grocery prices are rising, quality is dropping, and personalization has gone out the window. Thrive Market is raising grocery standards—offering more of the brands you love, more savings, and more convenience without impacting the planet. To spread the word, we created an OOH campaign.

Pithy taglines capture attention while striking visuals let the products shine. Photography is grounded in vibrant backgrounds, warm sunlit imagery, and simple sets. The concept is flexible and repeatable, creating a campaign that is memorable, adaptable, and visually distinct.

Creative Direction: Elise Crevier
ACD: Savannah McAnally
Art Direction: JP Danley
Design: Kellie O’Hara
Copy: Shira Karsen, Laura Levin
Photography: Matthew Schulert, Elisha Knight

f.a.e. body & skin

Thrive Market’s in-house skincare brand, f.a.e., was built to offer beauty that is affordable, clean, and sustainable. The goal: create a brand for all, everywhere, that embodies inclusivity and acceptance.

We developed a design system that is uncomplicated and approachable. Unexpected colors, organic layered shapes, and hand-drawn illustrations highlight clean ingredients while conveying playfulness. An ownable naming strategy clarifies product function—“for everyday,” “for hydration,” “for volumizing,” “for clarifying”—creating an extendable architecture that is cohesive, humanistic, and visually distinctive across the full brand.

Creative Direction: Elise Crevier
Art Direction: Savannah McAnally
Design: Anat-Erez Fellner, Julie Tran, Savannah McAnally
Photography: Matthew Schulert, Elisha Knight

wellmade

Thrive Market’s supplement brand, WellMade, needed a modern approach to stand out in the better-for-you space. Our goal was to create a packaging system that could adapt across hundreds of SKUs while reflecting the brand’s clean, health-focused ethos.

We developed a robust, flexible design architecture that balances clarity, hierarchy, and visual interest. Thoughtful typography, color coding, and adaptable layouts allow the brand to thrive across various substrates, bringing a modern, approachable feel to the supplement aisle while keeping the system cohesive and extendable for future growth.

Creative Direction: Elise Crevier
Art Direction: Savannah McAnally
Design: Anat Erez-Fellner, Casey Coyle, Savannah McAnally
Photography: Matthew Schulert, Elisha Knight