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One product. Five different reasons to buy it.
A concept Meta ad campaign for Rook & Barrel, a hot sauce brand selling flavour rather than a test of pain tolerance.
The brief was to create five genuinely different ad concepts for the same product — not five rewrites of one headline.
So each concept tests a different angle: heat reassurance, everyday versatility, ingredients, clean label and confident positioning.
My favourite:
“Not trying to prove anything. Just flavour.”
Short copy doesn't leave much room to hide. Every word needs a job — and every product claim needs to be true.
Concept project / spec work.
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Just wrapped up a self-initiated branding + packaging project for WINK, a playful functional beverage concept.
The goal was to make functional drinks feel less clinical, less aggressive, and more fun.
I explored the strategy, playful typography, flavor system, and a 330ml can packaging system across:
• Yuzu + Ginger + Berry
The idea was simple: Function × Flavor × Personality.
Really enjoyed pushing this one from strategy all the way through packaging and art direction.
Would love to hear what you think of the final direction 👀
The personality really comes through here, Victor. The oversized type and yellow palette make it feel playful without losing that premium packaging look. I’d maybe test one version with slightly more contrast around the smaller info text, but the overall direction is really strong.
Case Study: The "Curated for Two" Dining Experience
The Strategy: Redefining Socializing for Pet Owners
Most "pet-friendly" spots simply tolerate dogs. For this project, I wanted to showcase a business that truly celebrates them. The challenge was to market a unique service in a city where frequent rain often keeps pet owners isolated at home.
The Problem: Pet owners lack high-quality indoor spaces where they can enjoy a full meal alongside their pets. Usually, it’s a choice between a meal for the human or a walk for the dog—rarely both at the same table.
The Solution: I highlighted the business’s dual-menu concept: a curated experience for both humans and dogs. By showcasing the connected indoor lounge, I positioned the business as the premier destination for "date nights" with your dog, regardless of the weather outside.
The Execution: The content focuses on the shared joy of dining together. By visualizing the curated dog menu and the comfortable indoor lounge, the campaign transformed the store into a sanctuary for the local pet community.
this is everything omg.
Just wrapped up a self-initiated branding + packaging project for WINK, a playful functional beverage concept.
The goal was to make functional drinks feel less clinical, less aggressive, and more fun.
I explored the strategy, playful typography, flavor system, and a 330ml can packaging system across:
• Yuzu + Ginger + Berry
The idea was simple: Function × Flavor × Personality.
Really enjoyed pushing this one from strategy all the way through packaging and art direction.
Would love to hear what you think of the final direction 👀
Clean!