unwrap the truth
The U.S. wellness industry is massive, loud, and deeply confusing. Everyone claims to be healthy. Everyone says they’re backed by science. And yet most Americans still don’t know what to trust when they pick up a product in the grocery store.
ZOE, a science-led nutrition company with a huge following in the UK, saw this as the real barrier to entering the US: not awareness, but belief. As they prepared to launch a free app designed to help people eat healthier in real life, they knew the usual playbook wouldn’t work.
Together with our partners at Work Is Play, Dawn helped ZOE take a different approach: stop making promises, start showing proof. Unwrap the Truth became a way to expose what food labels and wellness marketing hide, and introduce ZOE to the U.S. not as another wellness brand, but as a credible alternative in a low-trust world.
services:
collaborators:
Work Is Play - Design and Digital
impact:
junk food doesn’t look like junk food anymore
Everyone already knows Doritos aren’t good for you. The real issue is how food has evolved. Today’s most misleading products don’t look unhealthy at all. They look wholesome, natural, and “better for you,” wrapped in earthy colors, rolling hills, and carefully chosen claims. The truth isn’t on the front of the pack. It’s buried in the ingredients, the processing, and what actually happens once you eat it.
Unwrap the Truth was built to help people look past the label and see what’s really going on. Instead of judging food by its branding or buzzwords, the strategy was to reveal the health impact behind the marketing—and let the facts speak for themselves. That’s where ZOE’s science became most powerful. Not as a promise or a slogan, but as visible proof. By turning complex nutrition science into something people could access instantly, Unwrap the Truth gave ZOE a way to challenge misleading “better-for-you” claims and show up in the U.S. as a brand that doesn’t rely on aesthetics or hype, but on evidence you can actually use.
awards:
awards:
The ZOE Bodega
To bring Unwrap the Truth to life, we reimagined one of the most familiar places for processed food: the bodega. Instead of telling people what to eat, we created an interactive space where they could explore for themselves. Stocked with everyday packaged foods, the ZOE Bodega invited people to scan items using the app and instantly see the health risk behind the label.
The result was a product demo that felt like an experience. Whether at influencer dinners, keynotes, or live events, people engaged with ZOE by doing—scanning, discovering, and questioning what they thought they knew. Dawn helped shape the concept, design, and messaging to make the experience intuitive, playful, and true to ZOE’s mission: helping people look beyond the label and make more informed choices.
bob sherwin
one message, all channels
The digital work is where everything came together. Across paid social, organic content, a homepage takeover, landing pages, email, and blog, we made sure the Unwrap the Truth narrative stayed consistent and clear. Every touchpoint reinforced the same idea: this isn’t just a point of view, it’s a tool you can use right now.
The goal was simple and intentional. Connect the cultural conversation back to a clear action: download the app. By showing what ZOE does, not just saying it, the digital ecosystem helped people understand the real benefit of the product and why it mattered in their everyday lives. From first impression to install, the experience laddered back to one thing: giving people a clearer, more confident way to eat—and a reason to start with ZOE.
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