Henry’s Tempeh
Henry’s Tempeh is a Kitchener, ON–based producer known for its fresh approach to making tempeh. I was brought in to modernize and reposition the brand ahead of a major product milestone: the launch of Tempeh Bacon, their first new release in five years.
My role focused on elevating the brand from both a strategic and executional standpoint. This included refining the visual identity, clarifying brand positioning, and developing a cohesive narrative that could carry across all customer touchpoints. I worked closely with designers, photographers, and internal stakeholders to align on a unified creative direction and ensure consistency from concept through to delivery.
I led the development of integrated marketing campaigns, translating strategy into tangible assets across digital and physical channels. This included overseeing website updates, social media content, sell sheets, and wholesale-facing advertising materials. The goal was to create a cohesive brand experience that not only supported the product launch but also strengthened Henry’s Tempeh’s brand awareness.
highlighting quality, craft, & versatility
Focused on helping customers understand what makes the product different, with content that highlights the process, quality, and how it can be used. Shot a mix of product, lifestyle, and behind-the-scenes visuals to bring the small-batch, artisanal side of the brand to life and make it more tangible.
“We want Canadian Tempeh Bacon!”
Built buzz and anticipation for a highly requested product by leaning into a more community-driven approach, using teaser content and customer callouts to make the launch feel like something customers helped bring to life.
At the same time, the campaign tapped into growing momentum around the “buy Canadian” movement by highlighting the product’s local story — from Canadian-sourced ingredients to being crafted by Canadians. The concept celebrated Canada’s beautiful nature and Canadians’ love of the outdoors, with visual nods to Canadiana through styling elements like the classic plaid shirt.
The campaign drove 100K+ views and 200+ comments in the first 4 weeks, reaching 230K views by week 8, with strong organic engagement signaling clear demand ahead of launch.
a cohesive brand experience
The revamped brand direction was rolled out across pretty much every touchpoint — website, packaging, social media, trade show flyers, wholesale ads, and more. Every piece was updated to reflect the new look and feel, so whether someone was scrolling online, seeing the product in-store, or checking us out at an event, it all felt like one cohesive, polished experience that really brings Henry’s Tempeh’s story to life.
