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New CPG products enter categories where visual competition is already intense.
For BETWN, I wanted to explore a simple question:
What if recognizability was designed into the product from the beginning?
Rather than relying on louder packaging or excessive visual cues, the concept was built around a distinctive physical silhouette, controlled color system, and consistent visual identity.
The product became the foundation of the entire creative system.
I established the product identity first, then built the visual world around it:
PRODUCT → DESIGN SYSTEM → CAMPAIGN → RETAIL
The goal was to make BETWN recognizable across different contexts without repeatedly reinventing the brand.
The same product was tested across:
Product photography
Lifestyle environments
Editorial compositions
Refrigerators and coolers
Crowded beverage shelves
The retail environments were particularly important.
A product doesn't exist on an empty background in the real world.
It has to compete with everything around it.
So the final test was simple:
Can you still recognize BETWN when it's surrounded by other products?
AI was used as the production layer rather than the creative direction.
The network for creativity
Join 1.25M professional creatives like you
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Creatives on Contra have earned over $150M and we are just getting started
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currently working on a new project, and it reminded me why the strategy phase is probably my favorite part of the whole process.
whether it’s for a website or a full brand identity, i love going beyond the brief and trying to understand the business as deeply as possible.
the client call, the brief, the old website… those are just the starting point.
then comes the fun part: researching, asking questions, digging deeper, understanding how the business works, who they sell to, what they stand for, how they communicate, and why people should choose them.
sometimes, you even discover things the client knows internally but hasn’t fully articulated yet, or things they’re simply not communicating clearly enough.
that’s what i love about strategy: taking all that information, finding the patterns, and bringing clarity and structure to everything.
honestly, this might be my favorite part of the whole process.
Awesome!
Process - Page for a Creative Director & Producer's Website in NYC. Still working through the ways to share her creative skills and professional producer skills in a visual format that reflects here process and portrays the level of unique creative talent she has.
That collage layout with the torn-paper textures makes a "process" page feel like part of her creative work instead of a dry behind-the-scenes explainer. What's been trickiest, picking which artifacts to show, or keeping that loose scrapbook feel from tipping into looking messy?
Here are some slides from an analytics project I've been working on.
Monochrome approach looks amazing!