Leading the creative from concept through to execution, I created this eye-catching campaign for the launch of innocent super juice - a new range of natural fruit juices, fortified with an extra boost of vitamins.

The challenge was to create an impactful campaign image to instantly convey the energising benefit of super juice, whilst ensuring that the product is the hero of the composition. The rocket launching concept achieved this, effectively communicating the idea of a boost and prompting a sense of energy and optimism. The concept is simple and quick to interpret, which was imperative for the campaign to target busy shoppers.

The handmade, tactile look and feel of the creative helps to reinforce the natural credentials of the innocent brand. To achieve this aesthetic, the compositions were crafted with paper and real pieces of fruit. Enlisting the brilliant talents of paper artist, Hattie Newman and food photographer, Chelsea Bloxsome, I art directed the styling and photography for the campaign, ensuring cohesive execution across all creative.

It was neccesary for the assets to offer flexibility to work across multiple channels, including outdoor, shopper marketing, print and digital advertising. I created a style guide and oversaw the international roll out of the campaign to ensure consistent treatment.

I designed a bold headline font specifically for Super Juice. The letterforms exude warmth and authenticity with irregular strokes and slight variations, giving it a relaxed and approachable style. The font has since become a core brand asset, which has been widely used across the innocent brand, from packaging to social media.