Creative direction / landing page design + content structure / infographics / social assetsPeel’d Back
A cross-channel platform to counter misinformation and rebuild consumer trust in Apeel’s science.
Work Led & Delivered:
Graphic design for wordmark
Landing page design and content structure
Concept + design for infographics, diagrams, and iconography for science storytelling
Educational video creative direction + mood board
Social media content design (organic + paid)
Support on content strategy and copy development
Apeel Sciences is known for its plant-based protection that helps fresh fruits and vegetables stay fresher for longer, reducing food waste and improving quality for shoppers. Unfortunately, misinformation began circulating online that mistakenly linked Apeel to a toxic cleaning brand, creating confusion and concern among consumers.
To protect brand trust and provide clear answers, we developed Peel’d Back: a cross-channel publishing platform designed to “unpeel” Apeel’s science. By simplifying complex information about ingredients, sourcing, and safety into accessible visuals and content, the platform became a transparent and approachable hub where consumers could learn, engage, and build confidence in Apeel’s innovation.
The Challenge
Apeel’s existing messaging centered on innovation and sustainability, but when misinformation struck, consumers needed something different: clear answers about ingredients, sourcing, and safety. The challenge was to create a hub that projected transparency and education for the curious and concerned, while avoiding engagement with bad-faith trolls. We needed to strike the right balance between science and accessibility, credible without being clinical, and simple without oversimplifying.
The Approach
We came to a consensus on the mission of enhancing transparency by “unpeeling” Apeel’s product to reveal its details. Guided by this idea, we created Peel’d Back as a cross-channel platform with a central landing page that consolidated answers to the most common consumer questions—what Apeel is made of, how it works, and where its ingredients come from. The visual identity drew from Apeel’s existing brand language while introducing warm, organic shapes and muted colors to balance the science with a more approachable, human touch. Infographics, diagrams, and icons simplified complex concepts, helping consumers understand the benefits without feeling overwhelmed by technical detail.
Another crucial element was an illustrated educational video, designed to explain the science behind Apeel in a way that was accurate, fun, and engaging. The graphic elements developed for the landing page shaped the look and feel of the video, ensuring a consistent experience across all channels. By steering away from anything overly chemical or sterile, the video reinforced the platform’s goal of transparency with warmth, relatability, and trust.
The Impact
Peel’d Back quickly became Apeel’s most-visited resource, with the landing page drawing up to 6,000 daily views. Cross-channel distribution reached 1.4 million followers and drove 20 million impressions via paid campaigns. Negative conversation volume dropped by 75% from its peak, and sentiment shifted dramatically, from 9% positive at its lowest point to 74% positive across the channels where Apeel engaged.
Beyond the numbers, Peel’d Back provided Apeel with a long-term foundation for consumer education and media outreach, serving as a credible touchpoint for press, business partners, and shoppers alike.
– This project was completed while Alena was associate creative director at Apeel Sciences –