Every Thrive Market order arrives in a box. The moment you open it and see your groceries thoughtfully arranged inside is the brand's most honest expression. Inspired by this moment, I designed a biannual brand photography system that uses the unboxing experience as a storytelling centerpiece, highlighting product variety, seasonal relevance, and Thrive's values all at once.
Thrive Market
Shop Your Values
I led the project end-to-end, identifying hero products across key categories, developing shot lists, and overseeing both styling and photography. The result was a scalable asset library used across email, landing pages, press, and print, giving the brand a consistent visual identity it had lacked before.
Creative Direction and Photography: Elisha Knight | Retouching: Jackie Estay