Turning an idea for vegan jelly into a jiggly reality sold nationwide

Founding Brand Strategy Lead and Brand Marketing Director
Fractional, 2020-2025

Oddball is a plant-based jelly snack made with fresh fruit and agar. I developed the strategic brand identity and built the brand from concept to launch to now being sold at Whole Foods, Target, Sprouts, and more nationwide.

Sophia Cheng, Oddball’s CEO and founder, and I were introduced in fall of 2020 through a mutual friend. She had a brilliant idea for a jello-esque brand made with agar, inspired by her childhood in Singapore and Hong Kong. I thought it was genius and knew I needed to be a part of it.

With this nugget of an idea, I created the strategic brand identity in tandem with the product development. The goal was not just to have a brand strategy for the product, but to establish a long-term company vision that would inspire Sophia as a founder. I conducted in-depth interviews with Sophia about her hopes and dreams for the brand, ran workshops with her about the types of culture, art, and people that excited her, and conducted primary and secondary research on the category and audience to land on Break the Mold. I crafted our brand book that detailed the insights, audience, brand values, personality, and tone of voice.

Break the Mold was our guiding light to the brand. I sourced and partnered with creatives to name Oddball and create our loud, juicy visual identity. Throughout my tenure, I led and executed the marketing while serving as a right hand to Sophia in the early stages of developing the business such as shaping our investor deck and onboarding advisors.

Brand Highlights:

• Superbowl Taste of NFL Female Founder Showcase

• SXSW Brand Showcase

• Cannes Lion Showcase

• Gold House AAPI Rising Entrepreneur @ Chelsea Market