Local wellness outfit Urban Remedy sought to stand apart from other popular juice cleanses, which felt, in turns, too clinical, too hippie or too homespun. With a desire to emphasize fresh, organic ingredients and fantastic taste, I created a brand voice and a naming architecture to match the inviting, flavorful product line. I guess you could say I wrote the book on Urban Remedy—because I did that, too.

While competitors occupied the realms of science or new-age spirituality, we planted this brand firmly in two other spots: the soil and the kitchen. The Urban Remedy brand was so successful, it caught the attention of LA powerhouse venture firm Science, Inc. and received its first million in funding. And another juicy tidbit: Cindy Crawford declared it her favorite raw food line and signed on as a brand ambassador. So, you know, supermodel approved.