PROTEIN PASTRIES

In 2026, Magic Spoon expanded its portfolio with the launch of Protein Pastries. I partnered with our Associate Creative Director to shape the end-to-end creative direction, collaborating with the Growth team to establish a cohesive visual identity across web, paid social, and retention channels.

We placed strong emphasis on food appeal in our photography, working with a talented production team to bring the vision to life. The creative system centered on highlighting product texture and distinct flavor cues. Our main goal was to build a visual language that made the product both craveable and instantly recognizable.