Mama Jean’s
Rooted in Community:
Reimagining a 100% Women-Owned Natural Market Brand
I led a foundational brand refresh that honored MaMa Jean’s 20-year legacy while modernizing its identity for future expansion. The strategic focus was twofold: define a cohesive brand system from the inside out, and build a high-impact, immediate campaign concept to launch the new flagship site.
The Challenge:
As Springfield’s premier local natural market expanded and relocated its flagship store, introducing an expanded market and full-service deli catering to diverse lifestyle diets—the brand’s identity and communications needed to catch up with its growth. Growing from 6 to 150 employees across three locations, MaMa Jean’s needed a unified brand voice, clear market differentiation, and an aggressive, multi-channel relocation campaign to drive store awareness and customer retention.
The Solution & Execution:
With a refreshed brand identity established, I directed an aggressive 30-day, hyper-local marketing roadmap focused on "loud, immediate, and high-frequency" communications for the new location.
The campaign brought together digital, physical, and localized media into a seamless, high-touch strategy.
To drive awareness to the new vegan deli items I conducted a food photography session to showcase the new vegan deli offerings, highlighting their fresh ingredients and vibrant textures. The new image library was featured across social media, in-store digital displays and menus.
