unwrap the truth
In the U.S., wellness isn't a niche. It's a category full of noise. Everyone is "healthy." Everything is "science-backed." People are constantly choosing, and rarely confident in the choice.
ZOE, a science-led nutrition company with a strong following in the UK, saw it clearly. Entering the U.S. wasn't about getting noticed. It was about being believed.
junk food doesn’t look like junk food anymore
Everyone already knows Doritos aren't good for them. The harder problem is that the most misleading products don't look unhealthy at all. They look wholesome and natural, wrapped in earthy colors, rolling hills, and carefully chosen claims. The truth isn't on the front of the pack. It's in the ingredients, the processing, and what happens after you eat it.
In a market where every brand claims science, another claim wouldn't make ZOE more believable. So we stopped claiming and started revealing. Unwrap the Truth turned ZOE's science into something people could see for themselves: the real health impact hiding behind the marketing. That turned the science into proof instead of a slogan.
awards:
awards:
The ZOE Bodega
We made the proof physical. We rebuilt one of the most familiar homes of processed food, the corner bodega, and stocked it with everyday packaged goods. People scanned items with the ZOE app and watched the health risk behind each label appear on the spot.
It was a product demo that didn't feel like one. At influencer dinners, keynotes, and live events, people met ZOE by doing: scanning, discovering, and second-guessing what they assumed was healthy. Dawn shaped the concept, design, and messaging so the experience taught without lecturing.
bob sherwin
Scaling the proof
The same idea carried into everything digital. Across paid social, organic, a homepage takeover, landing pages, email, and blog, every touchpoint did one job: show the proof, then point to the app. Catch the lie on screen, then download the tool that catches it in the aisle.
From first impression to install, the whole ecosystem laddered to one promise, a clearer and more confident way to eat, starting with ZOE.
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