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Elle De Freitas is co-founder and CEO of Wonderkind, a studio focusing on social media, design, and photography for CPG brands that’s worked with companies like Goodles and Kin Euphorics.
How would you describe your job to someone who doesn’t work in retail? Very simply, we design how brands show up in the world, from logos, website, packaging, and photoshoots to their digital footprint with social media and marketing content. These are food, beverage, beauty, and home goods brands you find at local stores or that pop up on your TikTok or Instagram (our goal!)
One thing we can’t guess about your job from your LinkedIn profile? A huge part of my job is being a counselor. I give a lot of advice—naturally about work, but a lot of personal advice is woven in. I don’t try to force a separation between work and personal lives for my team, because realistically you can’t “turn off” your personal life. I believe leading, coaching, and cultivating a strong culture means having empathy, and holistically understanding my team’s backgrounds and situations from all angles.
What’s your favorite project you’ve worked on? Our client Halfday, a better-for-you, gut-healthy iced tea, has a really fun vibe (nostalgic ’90s) which is so on brand for us and provides a ton of room to get creative. We also feel like an extension of their team who gives us a lot of—even full—freedom to run their socials. Meanwhile, they put in the effort on their side to further boost the marketing to compliment socials (like getting the product in the Kardashians’ fridge).
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Which emerging retail trend are you most excited about right now, and why? Beef tallow in snack products. I am a big fan of healthier fats and oils being used in products, especially in fried snacks like chips! For example, brands like Mesocano, Masa, and Dos. Also, sprouted products (Malk, Lark Ellen Farm).
What’s your go-to coffee order? Matcha with hot water.
Worst piece of advice you’ve received? That you need to hire experts in the field to succeed in the agency world. Instead, I’ve learned that expertise can be earned on your own accord which can sometimes be just as, if not more, powerful.
What was your favorite retail product when you were 15, and what’s your favorite retail product now? [Then,] Philadelphia Strawberry Cheesecake Snack Bars! Now it’s Coconut Cult yogurt.