Chris Znerold Product + Brand Systems · AI Design Engineering

The First Pour

Creative director for Marianne’s Harvest, 2025 Launched, 2025

Strategy:

Nobody plans a meal around the oil. It goes in first and is forgotten by the time the onions hit. Feed Joy makes that first pour the point.

Design:

A stack of adjectives rather than a dish. Crunchy, crispy, tender, glossy. Each label carries one of them, a reason to trust your palate.

Leadership:

Through GURU. There was no packaging and no website before it. I covered the concept, the brand expression, five labels, the site, out of home, print, social and email.

Product in Hand

The shelf sorts itself.

Avocado oil in three tiers, tallow in two, one accent color per tier. The regenerative label was the first to carry Feed Joy. The other four still show the older line, Ignite the Possibilities.

The Avocado Oil Classic label: an avocado illustration with coral accents on the yellow-green label ground, nutrition facts to the right
The Avocado Oil Organic label: the same avocado illustration with violet accents
The Avocado Oil Regenerative Organic label on deep olive with pink accents, the only one of the five that carries Feed Joy

Brand system

Joy, in parts.

Feed Joy runs on a short kit: the labels, a slab wordmark over a serif, violet and yellow, an illustration set, and the print that took it out of the kitchen.

Brand system01/6
The five labels in a row: Avocado Oil Classic, Organic and Regenerative Organic, Beef Tallow Classic and Organic
The copy hierarchy page of the brand deck: a headline in slab type over body copy in a serif, with the adjective stack beside it
A tall social unit: All good things start with great ingredients in violet slab type on yellow, the avocado oil bottle below
The illustrations page of the brand deck: a cow and an avocado drawn in flat color beside the bottles
The avocado oil bottle photographed on white
The tone page of the brand deck

Product in Life

Feed Joy, literally.

The kitchen shoot gives every unit its people: a sheet pan of vegetables, focaccia on slate, a steak beside the tallow jar, a laugh mid-bite over citrus salad.

A woman laughs mid-bite over a bowl of citrus salad, the avocado oil bottle in frame beside her

Ecosystem

The site is the pantry.

The website sits at the center, with organic, influencer and paid content around it. The homepage opens on the shoot stills, then Feed Joy in violet slab type, the first ingredient, and the family legacy.

Product in Culture

Out where dinner gets decided.

Cooking oil rarely gets a campaign. It sits low on the shelf and sells on price. The brand book takes Feed Joy out of the kitchen: the shelf, the screen, a subway wall and the feed.

In the wild01/12
A Feed Joy screen in a subway station: the bottle beside All good things start with great ingredients
A Feed Joy panel on a subway platform, the cook in her kitchen
A subway wall of wild-posted sheets: churros, the adjective stack, a man with a dumpling, Feed Joy over an avocado
An in-store screen above the oil shelf: Avocado Oil, 500 degree smoke point, ultra clean oil
The Feed Joy leaderboard on epicurious.com, on a desktop display
The leaderboard banner: feed joy, the pan, the bottle and All good things start with great ingredients
The full-page print ad: Avocado Oil, the cook at the pan, Heat of the moment, a dish to remember
The magazine spread, open on a pink chair
The Marianne’s homepage on a laptop: Feed Joy over the shoot stills
A phone on a pink chair showing The Perfect Sear post
A wide social unit: feed joy in yellow slab type beside the cook, the brisket board and the avocado oil, framed in violet and chartreuse
Two phones with the Instagram feed: The Perfect Sear and All good things start with great ingredients
Position:

Creative director at GURU

Services:

Campaign, packaging, web

Partner:

Marianne’s Harvest

Status:

Launched, 2025