GoPuff approached us to help launch their new offering, fresh groceries, with a campaign centered around the slogan “GoPuff Got Groceries.” The goal was to bring creative flair to the launch, blending lifestyle and product photography to showcase the different buying habits of various personas. We needed to strike the perfect balance—fun, fresh visuals that highlighted both the product and the personality—while delivering a versatile design system for in-app purchases, product pages, and social media posts.

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The project presented several key challenges. First, we had to develop a design system that was vibrant and exciting without feeling out of place on the GoPuff app. Shooting product and lifestyle photography in a harmonious way was essential, and we needed to deliver over 60 assets in just two weeks. Adding to the complexity, the shoot had to be directed and executed within five days. Finally, the assets needed to be interchangeable across custom photography, stock images, and even AI-generated visuals.

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Our approach was all about flexibility and creativity. We designed a series of type layouts, sticker packs, and borders that could be applied seamlessly to any asset, ensuring that the visuals remained cohesive across different formats. A clear visual hierarchy was established to make it easy to introduce new images quickly, keeping up with the speed of social media trends.

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To bring the concept to life, we created the “What’s in Your Fridge?” series, featuring four distinct personas: the Homebody Hero, Pilates Princess, Toxic Gym Bro, and 365 Party Girl. Each persona had a unique fridge filled with products and props that perfectly balanced lifestyle and product, delivering a playful and authentic look at their grocery choices. Additionally, we developed a sticker pack as part of the design system, enabling fun overlays on various objects.

The campaign set a new standard for GoPuff’s creative development, introducing a fresh mix of design and lifestyle photography into their app catalog. It established an evergreen series where new personas and products can be continuously added, as everyone has a unique fridge story to tell. The approach made groceries cool and resonated with audiences, blending seamlessly into GoPuff’s evolving service offerings and visual identity.

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