While at Gousto, I led a visual brand and content refresh during a period of rapid growth, helping evolve the recipe box brand across digital, CRM, print and seasonal campaign touchpoints. At the heart of the work was the brand ethos “We Celebrate Food”, which became a guiding lens for shifting Gousto beyond functional recipe box messaging and into a warmer, more lifestyle-led customer experience.

The refresh focused on making food feel joyful, accessible and woven into everyday life, reframing Gousto around easier dinners, better routines and more meaningful moments around the table. Working with insight, marketing and creative teams, I translated behavioural data and customer needs into clearer visual direction, campaign messaging and repeatable content frameworks. This helped the brand communicate with more warmth, consistency and emotional relevance across the customer journey.

Across brand identity, campaign art direction, CRM, print and scalable design templates, the work created a more cohesive creative foundation for a fast-growing D2C business. The refreshed system supported major commercial growth, improved customer perception and helped reduce CPA while contributing to a sector-leading retention rate.