Creative & DesignGopuffCreative & Design
Gopuff - Global Creative
WKND HRS works alongside Gopuff's global team as an ongoing creative and design partner, serving as an extension of their internal creative department across a wide range of initiatives. From everyday creative needs to large-scale campaigns and one-off special projects, we support the brand across nearly every touchpoint of its business. Our work spans app and website design, digital advertising, marketing campaigns, creative stunts, brand collaborations, and everything in between. Whether supporting ongoing initiatives or bringing entirely new ideas to life, WKND HRS provides the creative firepower, design resources, and production capabilities that brings Gopuff to life.
- Client
- Gopuff
- Category
- Creative & Design
- Services
- Art Direction, In-App Design, Social Media Design, CRM Design, Experience Design, AI Workflows
- Year
- 2026
Gopuff moves fast. WKND HRS works as an extension of its in-house team, designing the in-app, social and CRM creative that keeps up, from same-day product swaps to a billboard in Times Square.
The Brief
Gopuff brought WKND HRS on in early 2025 to support design across in-app, social and CRM. The account moves fast, and the rules shift week to week.
The Challenge
Briefs arrive tight and exact: take one product photo, drop it into a new scene, match the campaign and ship by end of day. Then repeat across a dozen SKUs.
The Approach
Treat each request as part of a system. The team learned how Gopuff works, found where the work stalled and rebuilt the steps that slowed it down.
In-app and social. Banners, tiles and posts for each drop, deal and city launch, designed as one system so every new drop builds on the last.
AI Workflows
WKND HRS built a batch image pipeline in Figma Weave that turns a folder of product photos into campaign-ready scenes in one pass. Where Weave hit its limits, the team built its own tools with Claude Code.
Campaigns. Gopuff and Lucci Lambrusco took their collaboration to a billboard in Times Square, and WKND HRS carried the creative from brief to Broadway. Seasonal drops with Starbucks, a long-running partner, and holiday campaigns fill the rest of the calendar, each with its own look.
Experience Design
New users open the app without knowing what Gopuff is. WKND HRS redesigned the onboarding to teach the value at the moment it lands and hold back the overwhelm.
A scramble of one-off requests now runs as a system. Campaigns turn around faster, on repeatable workflows, without the firefight.
WKNDHRS built the complete brand identity for JEFFERY PARK, a new red Pinot Noir created by Gopuff in collaboration with Grammy Award-winning artist Common.
Named after a park at 87th and Jeffery in Chicago, the identity began with a specific creative tension: make the brand feel earthy but vibrant, artistic but refined, and rooted in the idea of growth without using a tree as the obvious visual solution.
WKNDHRS translated that direction into a complete visual language, developing the logo, identity system, and wine labels from the ground up. The design needed to communicate the natural, grounded character behind the name while giving the bottle enough personality and energy to stand apart on the shelf.
Rather than interpreting growth literally, the identity takes a more expressive approach. The visual system balances organic influence with a polished sensibility, allowing the brand to feel connected to the earth without falling into the traditional visual codes of wine packaging.
The label became the primary expression of the identity. Every element was considered as part of the larger system, creating a bottle that could feel elevated at first glance while still reflecting the approachable nature of the wine itself.
The final identity gives JEFFERY PARK a visual world that is distinctive, flexible, and rooted in its original story. What began as a reference to a meaningful Chicago location became a complete design system built to give the wine its own presence, both on the shelf and beyond it.
