Summer theme: the pillowy beverage was named after the San Francisco summer fog and featured a colorful tea and coffee lineup
R&D session: learned how the beverage was made, tasted the light blended beverage and witnessed the mesmerizing cascade
Fog lineup : four Iced Tea Fogs and one Cold Brew Fog
Concepts: I focused on the beverage’s unique cascading feature (macro moments, gentle gradients, earthly escapes and tangible texture)
Concept mockups: computerized these two directions, exploring ideas across menu sign, social, et
Motion concept mockups: frames revealed the beverage and design used shapes and gradients to mimic fog and the beverage cascade
Presentation: one of four directions presented to the President and Leadership team and was selected unanimously because it skillfully showcased the beverage itself, product name and key characteristics.
Photoshoot pre and post production: created a shot list that documented the props, ingredients and use cases. I also worked with the photo team in post production for selects, retouching and extensions.
Final creative: hero tea and coffee beverages used across campaign collateral
Retail: in-store menu, other retail collateral included an a-frame, entryway sign and countertop signage
Final video frames
Final billboard
Peets_Fog_Billboards_4up_Grey.jpg
Final subway wrap: car wraps were done as well
Partnerships: collaborated with online travel brand Thrillist for article tie -ins and targeted advertising
Peets_Fog_DigitalAds_All_Grey.jpg
Peets_Fog_Email_Desktop.gif
Peets_Fog_Website_iPad_Background.jpg
Events: branded tshirts were worn at events to promote the beverage, staff chose a color based on their favorite flavor
Final social photography: art directed a second photoshoot that captured the beverages in a more more authentic and natural style for social. Shots used for static and animated gifs.
Peets_Fog_Instagram_iPhone.jpg
Peets_Fog_Social_iPhone_2up_Grey.jpg
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