NATURE’S FUNCTIONAL BEVERAGE
As Design Director on Ra Natural Beverages, I crafted the design language for the product label system and developed the overall brand POV for a premium Nam Hom coconut water launched in partnership with Aaron Rodgers' venture fund. I sourced and built the brand narrative, positioning Ra as "nature's functional beverage".
Beyond packaging, I art-directed a complete campaign ecosystem targeting runners and the yoga community as primary launch verticals. This included out-of-home billboard and billboard creative, a branded Airstream activation concept for marathon events, a cargo trike for mobile sampling, a merchandise suite, and a strategic brand alignment with CorePower Yoga for in-studio visibility and experiential sampling.
The project was a ground-up POV from sourcing the visual language and photography direction to visualizing how the brand would live across every touchpoint, from shelf to street to studio. The result was a launch-ready design system that connected tropical product authenticity to an aspirational, active-lifestyle audience.
