ANDREW DOWD
The emergence of alternative proteins created a new opening and an urgency for legacy meat companies like Tyson Foods to address. Through countless rounds of user research, we discovered consumers would be open to satisfying classics that included a blend of meat and plant based protein. My team generated the very successful breakout product Raised & Rooted to address that white space.
With a fast paced design thinking innovation process, we created every aspect of this new brand and tested it thoroughly with qualitative and quantitative research. I helped flesh out the visual and tonal identity through product design, ad design, and films. The product team created an incredible edible product, so it was important that the voice and tone of the brand was inviting for new consumers.
