Folly Nutrition
Building a creative system for a rapidly growing wellness brand.
Creative Director · Contract, Jun 2025 to Jun 2026
$65.9K MRR · 1,361 active subscribers (June 2026)
Website, Amazon, packaging, email and paid social
Folly Nutrition · DTC wellness
Conversion
Monthly recurring revenue (June 2026)
Active subscribers (June 2026)
- The role
- Designed and directed all creative for a DTC wellness brand.
- What I owned
- Website, Amazon, multi-SKU packaging and label systems, email and paid social, including regulated product copy.
- Impact
- +40% conversion; supported growth to $65.9K monthly recurring revenue and 1,361 active subscribers (June 2026).
Challenge
- Folly was growing quickly across channels, but growth created a larger creative challenge: the brand needed to stay recognizable and compelling everywhere a customer encountered it.
- The website, paid acquisition, Amazon presence, email, influencer content, and packaging all needed to work as parts of the same brand system while supporting different stages of the customer journey. The goal was not simply to produce more assets. It was to build a creative approach capable of supporting a rapidly scaling wellness business.
My role
Designed and directed all creative for a DTC wellness brand.
What I did
- AFS Creative developed a flexible creative system that could translate Folly’s brand across performance marketing, ecommerce, marketplaces, lifecycle marketing, and physical packaging.
- Creative decisions balanced consistency with the specific needs of each channel, giving the brand a recognizable foundation while leaving room for testing, product education, campaign moments, and market-specific packaging requirements.
Outcome
Creative built to support growth.
Company results reported during Amanda’s engagement (source: Folly Nutrition Impact & KPIs report). Amanda led creative direction, packaging, website, email, and paid creative; growth reflects the whole company’s effort, not design alone.
A clearer path from product story to purchase.
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The ecommerce system translated Folly’s science-backed product into an accessible digital experience across Shopify and Replo. Product storytelling, benefits, social proof, and purchase moments were brought into one cohesive visual language.
Built to test without losing the brand.
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A flexible performance system supported social campaigns, product education, testimonials, and influencer-led creative while keeping every execution unmistakably Folly.
Campaign moments connected to the larger system.
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Branded lifecycle and promotional creative carried the same product story into email, keeping launch, education, and retention touchpoints visually connected.
One packaging system, built to travel.
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The packaging system extended the brand into physical product across approximately 20 international markets, with coordinated front, back, nutrition, and regulatory panels for multiple variants.
“One of the strongest creative operators I've come across. Amanda has an exceptional instinct for brand, not just in how things look, but in how they feel, translate, and scale across touchpoints. She brings clarity to ambiguity, raises the bar on visual identity, and consistently delivers work that is both on-brief and elevated.”
Luna Yu · CEO, Genecis Bioindustries · Client · Folly Nutrition
All the work, every example.
28 images
Social
Packaging
Website
Mad Coffee
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