Zosi, a well-funded startup emerging post-pandemic, sought to position itself as the go-to non-alcoholic, energy-boosting Delta-9 drink for the modern Soccer Mom demographic. The challenge was to create a campaign that balanced nostalgia with empowerment... something visually striking, playful, and unexpected in the wellness space.

Establish Zosi as a fun-yet-sophisticated alternative to traditional energy drinks.

Appeal to the Soccer Mom demographic by tapping into nostalgia while embracing modern wellness trends.

Differentiate the brand in a growing, competitive market through unique visual storytelling.

Conducted market research to understand the target demographic’s lifestyle, preferences, and buying habits.

Analyzed competitors in both the functional beverage and cannabis-adjacent industries to identify branding gaps.

Developed a creative concept that merged vintage aesthetics with modern product placement.

Crafted a visual storytelling strategy that blended nostalgia with bold, contemporary branding.

Selected iconic grainy, black-and-white portraits as the foundation of the campaign.

Integrated Zosi’s branding into these images, making the product “pop” in the four key SKUs/colorways:

Edited Zosi products seamlessly into vintage images, creating an eye-catching contrast between past and present.

Applied a bold, modern color overlay to each image, corresponding to its respective product.

Ensured the design was versatile across digital ads, social media, and print materials.

Gathered internal feedback from the Zosi team and iterated on designs to enhance brand cohesion.

Tested audience reactions through A/B social media previews and adjusted visuals accordingly.

Finalized a series of marketing assets optimized for various platforms.

Fully designed and edited campaign visuals, integrating Zosi branding into vintage imagery.

Social media graphics, print ads, and digital banners for multi-platform use.

Brand guidelines for future marketing to maintain a consistent aesthetic.

The campaign successfully positioned Zosi as a bold, innovative brand in the wellness and functional beverage space. The unexpected blend of nostalgia and modern branding resonated with the target audience, sparking curiosity and engagement. By embracing a creative, playful approach, Zosi was able to stand out in a crowded market, reinforcing its identity as both empowering and refreshingly different.