FLOURA & CO.
CULINARY STARTUP BY JENI BRITTON
creative direction ✦ social media strategy ✦ copywriting ✦ product photography
In 2024, we had the pleasure of collaborating with Floura & Co., the latest creative culinary venture from ice cream icon Jeni Britton, founder of Jeni’s Splendid Ice Creams. Introducing a fresh take on making gut health simple, delicious, and good for the planet, Floura needed help translating its brand into a cohesive digital presence while it was still in early startup mode.
The Floura team came to us with a logo and packaging in place, but no clear direction for how the brand should look, speak, or show up online. We developed and executed an interim brand system and digital strategy to support Floura’s marketing goals during a pivotal growth phase. From refreshing the look of Instagram to launching new product formats and testing paid ad creative, we delivered a full spectrum of strategic support rooted in Floura’s core values: the merging of science + spirit.
iNSTAGRAM REFRESHED
Our first step was to give Floura’s Instagram a visual and strategic tune-up.
The goal: evolve the brand beyond its packaging and create an instantly recognizable presence that felt fun, fresh, and approachable.
We developed an interim brand kit with a type system inspired by vintage science textbooks, a color palette pulled from Floura’s whole food ingredients, and graphic elements referencing microbiology and healthy gut microbes.
Combined with thoughtfully styled photography, influencer UGC content, and conversational copywriting, the new visual language gave Floura’s feed more cohesion and clarity, helping it stand out in the crowded wellness space. Our refreshed brand storytelling and social media strategy grew Floura’s Instagram followers by 44.2% in just three months.
gut-friendly glow up
FLOURA BiTES PRODUCT LAUNCH
When Floura was ready to roll out its next small big thing, Floura Bites, we built a content campaign to support the launch. The ask was simple: introduce the new format to Floura’s growing audience while reinforcing the brand’s credibility and creativity.
We art directed a hands-on photoshoot that captured the on-the-go ease and playful nature of the new bites. Working with hand models and a curated set of props, we created a series of teaser and reveal posts designed to build anticipation and communicate key benefits. The content series led to a measurable bump in both social engagement and ecommerce sales.
teasing the drop + feeding the hype
PAiD SOCiAL
In addition to organic social content, we also creative directed and produced a broad paid ad campaign to introduce Floura and gather learnings on what messaging and visuals resonated most with new potential customers.
The first wave of ads yielded promising results right out of the gate, with top-performing Instagram creatives achieving a 5% CTR – well above industry average for the category.
low-risk tests, high-return learnings
You guys really made it happen with the interim brand!
Dani Turkovich — Head of Marketing, Floura & Co.
Our work helped Floura build a clearer voice, a more compelling presence, and a flexible toolkit to support a fast-moving, high-growth startup phase. In 2025, Floura officially relaunched with brand-new packaging by Studio Libro, featured in Fast Company, and we were thrilled to see our photography alongside it.
From interim strategy to permanent glow-up, we’re proud to have played a role in helping Floura grow 🌱
