The story of Tofurky runs nearly 45 years and is full of interesting details and characters. I started working with them when they still did business as Turtle Island Foods. It's a pioneer in the plant-based food world—one of the oldest brands in the space since its founding in 1980 and a model for countless meatless brands that emerged in the 2000s. As one of the highest-selling plant-based food companies, its legacy is undeniable, but when I joined, the brand looked like it was stuck in the 1990s, with little cohesion or continuity.
One of my first and most impactful projects was helping to modernize Tofurky’s look. Working with a creative director, illustrator, a copywriting agency, photographers and a project manager, I helped spearhead a multi-stage rebrand that transformed the brand from its dated, Helvetica-heavy image into a fresh, fun, and flavorful identity. This rebrand overhauled Tofurky's look from the ground up including logo, branding elements, color palette, illustrations, photography, brand voice and copy and every other element that brings Tofurky from the production floor to the customer's eye. The rebrand gave a fun, new face to an industry OG—bringing its quirky personality and delicious products back to the forefront where they belong while remaining true to the fun, curious nature of the brand and its people at the heart of it all.
