One thing to know
When people talk about pickles, we want them to talk onions
Over 15 weeks, we set out to build a brand that would jump off the shelf and disrupt the category.
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But my real challenge was getting five strangers to work together.
01
While hyper-pink onions are trending on social feeds, the retail aisle still treats them as a slow-moving commodity, buried in generic packaging with just 2–4% annual growth.
-United States Pickles Market Report, IMARC Group (2024)
02
I proposed a mascot-led strategy to bridge the gap between commodity and brand, a move that data proves drives 86.3% of the "why" behind a purchase.
-Advances in Decision Sciences (2024)
A market-ready brand
What did success taste like?
The initial launch campaign generated 2.6K views across 892 unique accounts with zero paid spend.
High demand led to an immediate sell-out of our first batch, successfully transitioning us to a pre-order model for the second run.
The project was voted #1 in the class, earning high praise from competitors who described us as "the best thing I've ever eaten" and "the ONLY thing I'm giving my family for Christmas".
Proof I love my work
What I bring to a team
Grounding force
I have thoroughly enjoyed working with Gabe on several large, tenuous projects. Despite having many obstacles and moving pieces, these projects never felt too overwhelming, primarily because of Gabe's presence and skills. She truly cares about her work and will always do her best to give her 100% and, more importantly, ensure that everyone on the team has the tools, environment, and support to achieve their best as well.
-Chen Li, Art Director
High standards
Gabe was an incredible leader while working on BRINEE. The project’s organization, cohesion, and commitment to achieving the best results were a direct result of her leadership. Throughout the experience, she consistently exceeded expectations and motivated the entire team to do the same. Anyone would be incredibly lucky to work with Gabe in a collaborative setting.
-Malcolm Rose, Designer
Proven reliability
I loved working with Gabe because I could truly count on her. If she said something would get done, it did. After every meeting, she’d naturally send out notes and clear next steps without anyone having to ask, which kept us aligned and moving forward. That kind of consistency built real trust on the team. It also quietly set the tone for all of us to show up with the same level of follow-through and respect.
-Casey Hall, Strategist
