MARIANNE’S

THE CHALLENGE

Transform a science-first avocado oil brand into an emotionally resonant lifestyle brand—without losing the legacy and quality standards that set them apart. In a market drowning in claims and greenwashing, Marianne's needed to connect with conscious consumers seeking products that align with their values while cutting through category noise.

A person with long hair and glasses smiling while pouring Marianne's Avocado Oil over a tray of roasted vegetables in a modern kitchen.
A person pouring Marianne's Avocado Oil onto a bowl of salad with oranges, grapefruit, greens, and red onions on a kitchen counter.
Three bottles of Marianne's avocado oil and two jars of Marianne's beef tallow on a white kitchen countertop with wooden cabinets and plants in the background.

THE WORK

Working alongside Guru, we led the creative execution that brought Marianne's "Feed Joy" positioning to life in under a month.

We built their tone and voice system from the ground up, then wrote all new copy across their entire website—navigating a complex product ecosystem with multiple SKUs, certifications, and retailer-specific messaging.

We also directed and produced a one-day shoot with photographer Nicky Hedayatzadeh to build their foundational content library, owning the full production from talent and location sourcing to post-production and delivery.

THE IMPACT

Delivered a complete rebrand on an accelerated timeline
Launched new website and brand assets in time for Marianne's retail expansion into Sprouts, enabling them to enter the market with a clear, cohesive brand story.

Built a scalable content library
50 lifestyle photos, 50 product photos, and 7 hero videos—a comprehensive suite of assets that now powers their website, social channels, and future campaigns.

Established a voice system that scales
Created a tone and voice framework that gives Marianne's internal team and future partners a clear roadmap for how the brand sounds across every touchpoint.

A photo for Marianne's Avocado Oil showing a woman cooking colorful vegetables in a frying pan in a modern kitchen with wooden cabinets.
A photo for Marianne's Avocado Oil showing a person wearing a white, perforated top and blue jeans is pouring Marianne's Organic Avocado Oil onto a colorful salad with oranges, grapefruit, and greens in a white bowl in a kitchen.
Three bottles of Marianne's avocado oil on a kitchen countertop, with a woman reaching for one of them. The bottles are labeled as regenerative organic, organic, and classic varieties.
A bottle of Marianne's organic avocado oil on a beige tray, surrounded by halved avocados, on a white kitchen island with a modern kitchen background.
A man with glasses and dreadlocks wearing an apron is standing in a modern kitchen, laughing while holding a smartphone with a bottle of Marianne's beef tallow on the counter in front of him.
A woman in a brown apron and navy sweater is pouring Marianne's avocado oil on a homemade pizza with herbs in a modern kitchen with wooden cabinetry, a large window, and greenery outside.
A dining table with a plate of sliced steak, roasted potatoes, and vegetables, a small bowl of coarse salt, a small pitcher of Marianne's avocado oil, and a fork and knife on a green marble surface. A hand is pouring olive oil from a bottle.
A photo for Marianne's Avocado Oil showing a man wearing a white t-shirt and denim apron decorating a cake in a kitchen.
A bowl of roasted zucchini, yellow squash, red onions, and bell peppers on a wooden table, with a jar of Marianne's Beef Tallow, a small bowl of red chili flakes, and a serving spoon, alongside a fork wrapped in a blue napkin.
Three bottles of Marianne's avocado oil and two jars of Marianne's beef tallow on a kitchen countertop.
Person pouring Marianne's avocado oil onto a colorful veggie salad in a white bowl in a modern kitchen.
A person with glasses and tattoos smiles while pouring Marianne's avocado oil over roasted vegetables on a baking sheet in a modern kitchen.
A woman is in a kitchen, eating a cherry tomato. There is a cutting board with sliced vegetables, a bottle of Marianne's avocado oil, and a bowl of colorful vegetables on the countertop.
A photo for Marianne's Avocado Oil showing a person sifting powdered sugar onto a round cake on a silver platter in a modern kitchen.
A photo for Marianne's Avocado Oil showing a person cooking peppers and onions in a skillet on a stove in a kitchen, with fresh vegetables and a jar of beef tallow in the foreground.
A photo for Marianne's Avocado Oil showing a man decorating a cake in a modern kitchen.
A white bowl of salad with kale, orange slices, grapefruit pieces, red onion slices, and crumbled cheese, placed on a pink surface with a gold fork next to it, and a bottle of Marianne's avocado oil nearby.

SERVICES

Creative Direction

Copywriting

Social Media

Production

Brand Development

Photo & Video

CREDITS

AMANTI TEAM
Creative Director: Sam Lowy
Photographer: Nicky Hedayatzadeh
1st AC: Johnny Kompar
Video DP: Wyatt Rutt
Production Manager: Anthony Lowy
Hair & Makeup: Laura Flagler
Food Sylist: Joanna Meyer

GURU TEAM
Creative Directors: Dan Young / Kimb Luisi
Account Manager: Amanda Kauffman
Project Manager: David Klemow

MORE WORK

MAKE THE FIRST MOVE ♡

MAKE THE FIRST MOVE ♡

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(Spoiler: we will most likely say yes, and it's only awkward if you make it awkward.)

Drop us a line.
Let's see if there's chemistry.

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