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Rather than simply cutting down the hero film, this piece goes back into the campaign's visual language and finds a different way into the material.
Individual gestures, details, compositions, and unexpected moments become the story, reshaped into something faster, more immediate, and native to social without losing the character of the original work.
It's an example of how I approach repurposing: don't make a smaller version of the main piece—find another story hiding inside the same material.
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I built the Smooch brand from the ground up, strategy, identity, wordmark, colour world. The can was the last piece, the moment it finally became something real.
The brief: a packaging system that scales. One hero flavour today, a full range tomorrow, no rebuild required.
First problem, the logo. Smooch's bold wordmark has a curve underneath it that dies at full width on a can, and angling it across felt gimmicky, not confident. So I turned it vertical instead, running the full height, full scale.
Colour had to carry the brand and split the flavours at once. Deep burgundy anchors it, red punches through the wordmark, and each flavour gets its own accent, blush, gold, peach.
No fruit photography. Instead, a graphic starburst holding a simple illustrated fruit, ownable and ready for whatever flavour comes next.
The back label carried ingredients, actives, and every mandatory without losing the premium tone.
Going vertical also quietly solved the shelf problem: cans sit in a fridge door at a slight angle and a horizontal wordmark rotates out of legibility, whereas a full-height one still reads from either side. Curious whether the starburst has a fixed point count across flavours or...
A brand is more than a logo, it's the experience people remember.
This identity was crafted to communicate trust, clarity, and a modern digital presence through a clean visual system, thoughtful typography, and a cohesive brand language.
Every detail is designed with purpose. ✨
What does this brand make you feel? 👇
#BrandIdentity #BrandDesign #Branding #VisualIdentity #LogoDesign #CreativeDirection #BrandStrategy #GraphicDesign #IdentityDesign #BrandGuidelines #ModernBranding #MinimalDesign #DesignInspiration #CreativeStudio #BrandDesigner #Typography #AdobeIllustrator #Behance #Dribbble #DesignCommunity
A motion adv. design practice for Airbnb.I craft a strong visual hook. The narrative pacing usually follows a clear sequence and follow the structure of Hook(pain point)-features(value proposition)-logo lockup
how do u feel?🎉
the search bar dropped into the scene is nice. is the cafe shot generated?