PROPER SNACKS: WELLNESS REPORT

THE CHALLENGE

Proper Snacks needed inspiration and cultural context around fitness and wellness trends to inform a creative sprint for a new brand platform around “practicing proper snacking”.

THE STRATEGIC MOVE

Map the fast-moving wellness and fitness landscape to identify the behaviours, aesthetics and cultural shifts most relevant to the brand.

THE WORK

I developed a trends and cultural insight report covering key movements across wellness and fitness culture, from raw milk and digital detoxing to luxe smoothies and the business of sleep.

The work was designed to give stakeholders a sharper view of where wellness culture was moving, how audiences were behaving, and how Proper Snacks could find relevant creative opportunities within the space.

THE IMPACT

Delivered an insight report and immersive playback to senior stakeholders, providing inspiration and strategic context for brand platform development.

THE ROLE I PLAYED

Direct client commission to develop and present the cultural insight report.