Year. 2021
Client: Spice & Tea Merchants, Northville
Project Overview. As brick-and-mortar stores reopened following the height of the pandemic, Spice & Tea Merchants of Northville, a family-owned shop serving households across Metro Detroit, needed to reconnect with a community cautiously emerging from quarantine. We tapped into a key cultural shift: the rise of home cooking as a new, often necessary, hobby. Positioning Spice Merchants as both educator and guide, we created Taste Your Way Around the World: a digital campaign that celebrated food as communication, comfort, and cultural exchange. The work invited people to slow down, savor their meals, and explore the global flavors that have shaped their kitchens.
Role. Art direction, photography, social media management, copywriting
Tasting experiences
To create a more immersive brand experience, the campaign extended beyond social media into thoughtfully crafted companion guides for each featured cuisine. Alongside the social series, these guides explored the history and cultural significance of each cuisine through editorial content, curated Spotify playlists, and recipes featuring Spice Merchants products, giving customers meaningful ways to continue engaging with the brand.
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