Project Overview

Brief

As part of a college visual communication project, the challenge was to pick a food or beverage brand and reimagine its identity and packaging for the year 2050. The goal was to embrace an "intelligently anti-branding" approach, where transparency and honesty would replace traditional marketing tropes. The focus was on creating a forward-thinking brand system that connects authentically with future consumers.

Solution

I chose Society Tea and built a concept around its cultural role as a spark for conversations. The campaign used bold copywriting and striking visuals to break conventions, positioning Society Tea as a brand that not only fuels conversations but also starts them.

My Role

Researched future consumer behavior and branding trends. Developed the brand concept, identity, packaging and campaign visuals. Executed copywriting and design to create a cohesive, culturally relevant narrative.