Monterey Nutra Brand Guide

I was part of a five-person team repositioning how Monterey Nutra shows up in an industry that largely sounds the same. Supplement brands talk at people. We wanted Monterey Nutra to talk with them.

The idea running through my work: Monterey Nutra isn't the Beastie Boys — they're Rick Rubin. Not the product. Not the performer. The producer. The partner who clears the path, hands you the tools, and lets you make something transformational. That's a different position than anything else in the category, and it needed language to match.

Working alongside my strategy partner and creative director, I led the written deliverables — brand voice, brand story, and messaging. The voice work defined three pillars that give the brand a clear, consistent way of showing up. The story reframes 55 years of mushroom expertise not as legacy, but as a catalyst and platform for other people's imagination. Overall, our brand messaging translates product features into a single point of view: Monterey Nutra's job is to get out of the way and let the idea take the lead.