Modern Cupboard

Modern Cupboard had a distinctive illustration-driven identity but no digital asset system to match. I built the Amazon templates and ecommerce presence from scratch—creating new illustrations faithful to the established style and reframing the product line around the single-ingredient and dietary messaging that health-conscious shoppers actually respond to.

The Problem Modern Cupboard had strong branding—a distinctive illustration-driven identity with a brand guideline that laid the foundation. But the digital side was underdeveloped: no Amazon templates, no fleshed-out asset framework, no clear system for how the brand should translate online. With a large product lineup ready to launch, that needed to be built out quickly and scaled across 30+ SKUs of varying shapes and sizes.

There was also a positioning opportunity hiding in the product line. Most of Modern Cupboard's offerings were single-ingredient or diet-specific—keto-friendly, gluten-free, clean-label staples—exactly the kind of transparency that health-conscious online shoppers actively look for. The existing brand wasn't foregrounding that.

What I Did Built the digital asset system from scratch, working within the established illustration style and brand identity while creating all new templates and assets for Amazon. Where the original branding left gaps—products or ingredients that hadn't been illustrated yet—I created new illustrations designed to fit seamlessly within the existing visual language.

Repositioned the template structure around single-ingredient clarity and dietary callouts, making it easier for shoppers to immediately understand what's in the product and why it fits their lifestyle. Every PDP and A+ template was built to flex across the full SKU lineup despite varying product forms and package sizes.

Photography art direction covered on-location shoots—shot lists and run-of-show plans were built to keep the visual tone consistent with the brand's warm, home-cooking identity while highlighting the products' clean-ingredient story.