Hero™ is a startup that makes a variety of carb-free and sugar-free flour based delicious products. As Chief Brand Officer there, I built a small internal creative and comms team who together developed the branding and strategy from scratch for a young, Gen Z-led consumer base that would become our brand ambassador and expand our target audience. We created a fun and bold brand that would stand out from the bread aisle and make you feel excited to be eating delicious bread, croissants, tortillas and donuts without any guilt – something we’ve all restricted ourselves from doing for too long.