LoveLox
FOOD CPG | LAUNCH
PLAYFUL | LUXURIOUS | SUSTAINABLE
The Vision
LoveLox was born from a simple but powerful idea: what if enjoying smoked salmon didn’t require taking anything from the ocean?
Created by plant-based chef Nicole Derseweh, LoveLox transforms carrots into a luxurious smoked salmon alternative using a proprietary, patent-pending preparation technique. The brand’s mission was to invite people to indulge in a premium culinary experience while making a meaningful environmental choice.
The guiding message became simple and memorable: eat a carrot, save the sea.
Rather than positioning the product as a “replacement,” the brand celebrates a combination culinary sophistication with ecological awareness.
My Role
Lead brand strategist and packaging designer through Deus Marca, responsible for translating the founder’s environmental mission and culinary vision into a cohesive consumer brand.
I directed the visual identity development, collaborating with an illustrator and web designer while working closely with the packaging vendor to ensure production feasibility and compliance. I personally designed the product packaging and led the overall creative direction of the brand system.
The Work
Over a three-month engagement, we developed a full brand ecosystem designed to stand confidently in premium grocery environments.
The visual language blends eco-conscious storytelling with refined culinary aesthetics: minimalist typography, soft ocean-inspired blues, and unexpected lilac tones paired with warm salmon hues. The brand’s most distinctive element is a series of custom woodblock-style animal illustrations—an otter, bear, and eagle—representing the ecosystems that depend on salmon as a food source.
These illustrations anchor the brand’s environmental narrative while adding a handcrafted, playful elegance.
Key deliverables included:
Full brand identity system (logo, typography, color palette, and guidelines)
Custom woodcut-style illustration series representing ocean animal friends and waves
Packaging design for a foil-lined board package with sleeve and product window
Photography direction and production guidelines
Website design and messaging structure
Sales deck and retail sell sheet to support buyer outreach
The packaging and illustration system were designed to expand alongside the brand, allowing additional animals, flavors, and product variations to emerge as the line grows.
The Outcome
LoveLox launched with a fully realized brand system and secured retail placement at Erewhon, introducing the product to one of the most influential premium grocery audiences in Los Angeles.
The brand successfully positioned itself at the intersection of plant-based innovation and culinary luxury, appealing to environmentally conscious consumers who care as much about taste and experience as they do about sustainability.