A quick mind map of the Pie Ranch creative direction.

A quick brainstorm on the "Authentic Roots" theme.

Further exploration on the whiteboard of the "picnic" theme.

A close-up view on the whiteboard sketches of the "Authentic Roots" theme.

The middle of a brainstorm session from the creative team.

The aftermath of the customer profiles brainstorm.

More brainstorming from the business team outlining all things high-level.

A packaging brainstorm in the "Fish Bowl".