Jenna Beck

No two households celebrate the same during the holidays. Our campaign shows off these little differences and the food that brings us together all season long. Whether it’s fancy or casual, Thanksgiving or Friendsgiving, same-day delivery or in-store pickup, Amazon Fresh is the destination for big savings on holiday favorites.

Project Responsibilities: Creative Direction

AD/Design: Gabe Salas, Emma Gunning,

Copywriting: Lucy Bowers

After a few years in market, Amazon Fresh’s stark stores were ready for an update. Our team was brought in to redesign and reimagine the Amazon Fresh store experience. Before our team took on the redesign, stores felt akin to warehouses, with dark interiors and a stripped back color scheme. We brought color, warmth, and humanity into each space, turning them from techy warehouses to friendly neighborhood grocery stores.

Project Responsibilities: Creative Direction

Designer: Michael Nielsen

Copywriter: Chris Nordhal

No Beauty Secrets, Only Beauty Solutions

Let’s skip the buzzwords, overpromising and “secret formulas,” and get straight to the ingredients that deliver results. We take a simple approach to skincare with products built around key ingredients with proven effectiveness. Nothing less, nothing more. And always free of parabens, phthalates and sulfates. Dermatologist tested. Never tested on animals.

Project responsibilities:
brand concepts, logo, packaging design

Copywriter: Sarah Bergey
Art Director: Nicole Harter

2019 Pentawards Gold Award

Your new go-to wine has arrived.

Cursive was created to be an approachable, straightforward and reliable brand. We offer wines that delight the senses— each one delicious and easy-drinking. Our wines bring people together and invite them to share a glass on any occasion, big or small. We’re an everyday reminder that you don’t have to pay a lot to enjoy what matters most in life—the little things, like spending a moment with those you care about.

Project responsibilities:
Audience, brand concepts, logo, packaging design, brand guidelines

Copywriter: Carole Hurst

2021 GD USA American Package Design Awards Winner

Crafted to be Craveworthy

There are some products that never hang out for very long in your kitchen. You know the ones. If the box isn’t polished off by the time you get home from the store, it is soon afterwards. They’re a go-to when friends drop by unexpectedly, you’re packing for a weekend getaway, or stocking up on favorites for an extended stay at home. Many of these products come at a premium price point or require a separate trip to a specialty grocery store, making them all the more coveted when you do replenish your stash. Available exclusively at Amazon Fresh.

Project responsibilities:
Audience, brand concepts, art direction, packaging design, brand guidelines

Copywriter: Sarah Bergey
Photographer: Kayako Sareen
Food Stylist: Jean Galton
Retoucher: Janko Williams

Amazon Aware is a lifestyle brand for anyone who wants to make sustainable choices without trade-offs, because it offers products that are certified Climate Pledge Friendly while delivering on design and performance—with the value expected from Amazon. View the full collection on Amazon.com.

Project responsibilities:
creative direction, audience, brand positioning, logo, packaging design

Copywriter: Carole Hurst

Designer: Rachel Spence

A packaging system developed for vendor produced and in-house prepared foods that utilizes the brand's core assets. This system is flexible enough to work on item-specific labels, die-cut packaging, grab & go containers, grocery bags and more. Additionally, I developed a toolkit and standards guide for our 12 regional creative offices.

Project Responsibilities: art direction, typography, design

A seasonal campaign celebrating iconic foods of Summer. The simple & bold illustration style really popped in store and was able to cut through busy store environments.

This project received an Award of Excellence in the 2016 Communication Arts Design Annual, where less than 4% of entries were chosen for inclusion.

Project Responsibilities: art direction, design, illustration

A selection of my favorite shots that I've art directed both on location and in studio with a variety of photographers and stylists.

ThreeSixty Coffee has something to suit every coffee drinker. Whether you’re an all-rounder, side kick or a coffee hero - there is something to suit your taste. The brand offers 9 unique coffees, which can be traced to the coordinates to where they were grown. Each single origin coffee has it’s own unique flavor profile & tasting notes based on its geographical location. ThreeSixty takes your palate on a journey & lets you explore the coffee world.

Project Responsibilities: art direction, typography, design, naming, copywriting

Illustration and packaging concept for the new ‘Tesco Loves Baby’ brand. These designs use hand-illustrated characters to segment the new born, baby & toddler product range and reflect the stages of growing. In addition, pattern is used across the packaging to segment the range between value/premium products.

Project Responsibilities: design, illustration,

An integrated seasonal campaign that entices shoppers to escape the hassles of Valentine’s Day by staying in with Whole Foods Market. 

The packaging was created for the floral department during the Valentine's Day holiday. The brief was to create a seasonally appropriate solution for rose delivery that was functional and easy to assemble.

The kraft box houses a dozen roses wrapped with tissue paper to match the outer belly band which wraps around the box to secure the lid. It is then finished off with a small heart card that's secured with an oversized gold paper clip. The illustration style is loose and hand drawn to feel authentic and one-of-a-kind.

We’re bringing decent coffee to the people. Make Decent Coffee is a brand meant to revolutionize the way we enjoy coffee at home, work, anywhere! Our mission is to educate, inspire & demystify the whole coffee-making process. We’re starting a coffee movement to make people ditch the instant & enjoy a decent cup of coffee instead. The brand is all about discovering, exploring & becoming part of a culture. Our main message: You don’t have to be a barista to make a decent cup of coffee.

Project Responsibilities: art direction, typography, design, copywriting, illustration, photography, interiors/environment

A playful and memorable brand created exclusively for Whole Foods Market. The packaging is bold, eye-catching on shelf and hopes to win over consumers with it's adorable squirrel mascot.

Even Hillary Clinton loves Ninja Squirrel Sriracha and apparently carried it with her everywhere on the campaign trail.

Project Responsibilities: art direction, typography, design, illustration

A series of gift cards designed for Whole Foods Market focusing on special giving occasions. Additionally, a seasonal holiday gift card series which is designed to match the in-store Holiday 2015 campaign. 

Project Responsibilities: art direction, copywriting, typography, illustration

Editorial advertisement for Whole Foods Market in Cherry Bombe magazine, a biannual publication that celebrates women and food. A quick turnaround was needed, so I utilized an image from a previous campaign and customized the headline to the publication so it felt genuine and but still playful. Photo credit: Anders Overgaard

Project Responsibilities: art direction, design, copywriting