NorthBound x Zeal
Creative Execution
Rooted in Zeal is an integrated campaign designed to reposition Zeal as Boulder’s most authentic, community-driven wellness restaurant. Grounded in the insight that modern wellness often feels performative, the campaign reconnects consumers to what matters: real food, real routines, and real community. Through social storytelling, local partnerships, and PR activations, Rooted transforms Zeal from a grab-and-go option into a trusted part of everyday life.
Strategic Discovery
This strategic discovery phase analyzed Zeal’s position within Boulder’s highly saturated wellness market, where many brands feel trend-driven rather than authentic. Through SWOT, competitive benchmarking, and 5C/PEST analysis, we uncovered a key tension: consumers value health and convenience, but trust and local connection are what truly drive loyalty. These insights informed a positioning rooted in authenticity, community, and transparency.
Creative Brief
This creative brief was developed as part of my senior capstone project and outlines the strategy behind Rooted in Zeal, an integrated campaign for Zeal Food Co. in Boulder, Colorado. The brief focuses on repositioning Zeal as a brand grounded in authenticity, community, and trust, moving beyond performative wellness to become a meaningful part of consumers’ everyday routines.
