Proud & Punch

Peters asked us to create a new sub-brand for the first mainstream vegetable-flavored popsicle in Australia. We started from the ground up—creating the name, the tone of voice, and directing the visual look and feel. We then rolled out every element, from the back-of-packet copy to building a launch platform.

Launch Campaign

Vegetable-flavored popsicles. To many, it should be illegal. To others, it’s the best thing that’s happened since they went vegan. To kick-start the conversation online, we launched with a campaign based on people’s honest reviews of the new, very creative juice pop flavours.

We then used both the good and bad honest reviews as social content. These playful posts showcased our core values—having nothing to hide—while encouraging people to try the juice pops for themselves.

Packaging

Packaging is no easy task. You have to tell brand story and the product’s benefits in 40 words or less. But where’s the fun in writing if there’s no challenge? Below is the packaging I developed for the launch of Proud & Punch.

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