vision & positioning

Amazon wanted to create a private label and get credit for making the fresh prepared food sold in its Amazon Go stores. This private label would roll out to other Amazon physical and digital grocery channels that were opening soon. Launching a food brand is no simple task, especially when you are known for devices and convenient shopping, but not for making fresh, delicious meals for breakfast, lunch, and dinner.

I helped create a vision statement to serve as a north star, guiding everything the organization does. Next came brand architecture and target audience, as well as positioning (brand naming, positioning statement, brand differentiators, brand personality traits, voice, creative expression, and consumer-facing tagline, headlines, and messaging). I also developed brand guidelines, enabling internal and external teams to execute the brand consistently.

Amazon Kitchen launched nationally within nine months, featuring over a hundred products spanning several categories, from salads and sandwiches to meals that are ready to microwave or bake with minimal to no prep and easy cleanup.