Started in 2012, Kettlebell Kitchen’s mission is to help people change their lives through food. I joined the company to help elevate the brand and make it the leader in nutritious direct to consumer prepared meals. It started with the brand book and honing a voice as well as look and feel. The founders wanted Kettlebell Kitchen to be “the Nike of food,” in terms of bridging different athletic “tribes.” From there I worked on redesigning all touch points of the brand.
Below are some highlights:
Brand Book
Content and ads
Website and E-comm experience
Packaging
In-gym and physical experience
KBK Social
Press Highlights:
Fox News - new years piece that drove 50,000+ site visits during the segment
Fox Business - Army veteran-owned Kettlebell Kitchen helping consumers eat healthier with personalized meal plans
Forbes - These Brothers Are Helping Busy Leaders Eat Better Than Ever
The Spoon - Review: Kettlebell Kitchen’s Prepared Meal Delivery Actually Delivers
Business Insider - Kettlebell Kitchen is a healthy meal delivery service that could be the secret to keeping your fitness and nutrition resolutions in 2019
New York Business Journal - Kettlebell Kitchen heats up thanks to $26.7 million funding round
Brand Book
KBK Champions
KBK Champions is a group of athletes that are sponsored by Kettlebell Kitchen. These are people who have set out to achieve extraordinary goals, the first batch of content/ads was to help anchor Kettlebell Kitchen in 3 groups identified as profitable- CrossFit athletes, runners, and MMA fighters.
Below are some of my favorite athletes.
Allie Kieffer, Professional Runner- Allie started eating KBK when she was training for the NYC Marathon as part of Nike’s Project Moonshot. She was a college athlete and ran long distance. Like many collegiate athletes she didn’t know what to do after college. As a side hustle she would train people for the NYC Marathon. In 2017 she decided to run the marathon after getting back into competitive shape. Allie unexpectedly placed 5th that year and rattled the running community. As a result many critics comment on her weight and how she shouldn’t be able to place with her body type, but Allie doesn’t let it get to her and is an advocate and proponent of breaking running stereotypes.
John Cholish, MMA Fighter- John used to be a UFC fighter and by day he is commodities broker. Since John has a busy schedule, KBK was the perfect solution to his training and day-to-day. Not only did the convenience of KBK help John navigate his schedule but his philosophy of whole foods aligns perfectly with KBK. John was able to balance his fighting career and professional career, today he is a mentor to future MMA fighters and continues his successful financial career.
Kari Pearce, CrossFit Athlete/Fittest American Woman- Kari used to be a gymnast and found her calling in CrossFit. Her determination and commitment to be on the podium at the CrossFit games is inspiring. She is able to navigate the chaos and tight spaces of NYC to train. In between training at two different gyms and running laps around the Lincoln Center, Kari leaves all her macro counting to KBK. She’s able to focus and achieve her goals because her nutrition is all calculated through KBK.
Michelle Kwak, CrossFit Athlete/Army National Guard- Michelle is representing the future of CrossFit. She’s a Korean American CrossFit athlete in the Army Reserve. Her father’s career in the military inspired her to join the army and her skills in CrossFit help her excel in training. Despite being able to excel in her training, the meals provided by the military make her feel sluggish and hinder her physical ability. That’s why she chose KBK to be her nutrition partner to help her excel at work and competition.Being one of the few Asian Americans competing in CrossFit regionals gives her the drive to show her family that typical Korean body/beauty standards are dated and can be rewritten.
Cut together a new years anthem with existing content to target people making new years resolutions.
Food forward spot for retargeting and promoting the convenient service.
Kettlebell Kitchen Website
Redesigned all page on Kettlebell Kitchen.
Packaging
I lead the redesign of all KBK collateral. From custom fitted sleeves with embossed plant fiber trays to welcome packs for new customers, I designed and handled the print production. I also lead the initiative of the packaging for the home delivery boxes- an internal box that fits 6 meals snug and with retractable buffer that can accommodate smaller products. Finally I redesigned meal plan guides that came with every meal plan customers signed up for- you can view them here.
KBK Social
As part of the brand refresh at Kettlebell Kitchen I was responsible for overseeing the content on Kettlebell Kitchen’s instagram. When I started the account had 15,000 followers and I was able to grow the following to 46,000 followers organically. The content ranged from product announcements, promotions, sponsored athletes, tips from our nutritionists, and workouts from athletes.
