SP—007 / Drinks & beverages · Launch campaign
PEEL THEORY
A creative direction for citrus soda built around the afternoon reset.
Concept projectAn independent creative concept for a fictional brand, not commissioned client work.
The hypothetical brief
Develop PEEL THEORY, a fictional concept for citrus soda built around the afternoon reset. A busy shelf gives a new beverage very little time to explain why it belongs. The assignment is to make the proposition distinctive across a campaign poster, a social composition, a motion storyboard and a contextual application.
Who it’s for
People choosing a drink for a moment, a mood or a daily ritual.
The strategic idea
“A BRIGHTER KIND OF BREAK.” is the central creative thought. Lead with the product premise, then make the next action unmistakable. The headline and emblem work as a compact launch signature. Turn flavour, occasion and packaging into one recognisable visual cue. Carry that cue from the first impression to the point of choice.
The creative direction
An original can-inspired graphic, assertive typography and a #FF5A00 colour field create the visual language for PEEL THEORY. The four compositions change scale, pacing and framing while retaining the same signature.
This exploration demonstrates creative thinking and craft. It has not run as a live campaign, so no commercial results are claimed.
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