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Sun Bay Foods

Brand identity & creative direction · 2025–present

  • Sun Bay Foods — a premium pantry brand, thoughtfully sourced.
Services Provided
Brand Refresh · Packaging Update · Photoshoot Direction & Styling · UX/UI Cleanup · Listings Rebuild · SEO & Agentic-Storefront Optimization · Multi-Channel Architecture Context
Sun Bay Foods needed a brand refresh and a storefront that could carry premium, thoughtfully-sourced positioning across DTC, marketplace, and wholesale. Project Brief

Refresh the brand and packaging. Modernize the storefront. Support a premium organic-honey positioning consistently across DTC, marketplace, and wholesale channels.
sunbayfoods.com
Sun Bay Foods homepage walkthrough
The refreshed Sun Bay Foods storefront — scroll within the frame to walk the full homepage. Approach

The work spanned brand refresh, photography direction, and storefront rebuild — a multi-channel push to make the premium organic positioning live consistently wherever buyers find the brand.
  1. Brand refresh + packaging update
  2. Multiple lifestyle and product photoshoots — planned and directed
  3. Website UX/UI cleanup
  4. Listings rebuild — Shopify product detail pages reformatted for clarity and SEO
  5. SEO + agentic-storefront optimization (positioning the listings for AI/agentic shopping discovery alongside traditional search)
  6. Multi-channel architecture across Shopify (DTC), Amazon (marketplace), and Faire (wholesale)
sunbayfoods.com/collections/shop-all
Sun Bay Foods collection page
sunbayfoods.com/products/...
Sun Bay Foods product detail page

Left: collection page in the refreshed visual system. Right: product detail page rebuilt for clarity and SEO — applied consistently across Shopify, Amazon, and Faire.

Outcome

Brand system unified across DTC, marketplace, and wholesale. Premium organic-honey positioning strengthened through refreshed visual identity, updated packaging, directed photography, and a modernized storefront aligned for SEO and AI/agentic shopping discovery.

New flavor launch — Organic Clover Honey Sticks.
Packaging update — All-Natural Clover Honey Sticks.
Packaging update — Sour Honey Sticks.
On-site lifestyle — honey in use.
On-site lifestyle — honey in use.
On-site lifestyle — honey in use.

Brand refresh, packaging, storefront rebuild, and photo direction: led and directed by Kathrine Gilmer of Half Past Nine, as contract creative director for 88 Venture Studio.



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