CAVA Athleisure - Brand Campaign

A selection of work created for CAVA across campaign design, social media, packaging and product advertising.

Across the projects, my approach was to work within CAVA’s existing visual language while finding different ways to make each piece feel relevant to its format and purpose. I focused on creating a balance between clean, fashion-led visuals and the energy of an activewear brand, using typography, colour, imagery and layout to keep the communication clear without making it feel overly commercial.

For the Season of Style campaign, the idea was to make the sale feel like a fashion campaign rather than a typical discount-led advertisement. I wanted the “Up to 30% Off” message to have a strong visual presence while still allowing the product and overall CAVA aesthetic to come through.

I built the campaign around oversized typography, soft neutral tones and CAVA’s teal, using the large discount figure as the main visual anchor. The layouts were then adapted across portrait and vertical formats while keeping the campaign identity consistent.

The intention was to make the offer immediately noticeable, but still make the creative feel like something that belongs to a contemporary active wear brand.

Studio Burn was approached as a complete social media visual system rather than a collection of individual posts. The brief called for a mix of photography, graphics, product-focused content and relatable text, so I used that variety to create a feed that feels dynamic while still working as one visual identity.

The collection itself is centered around intentional movement, high energy and the balance between strength and ease. I carried that idea into the content by mixing performance-led visuals with more lifestyle and editorial moments.

For the grid, I focused on creating rhythm between the different types of posts - allowing stronger photographic pieces to sit alongside quieter graphic and product-led designs.

The result is a feed that feels active and varied without losing its overall cohesion.

For the packaging insert, I wanted to move beyond creating something that simply looked good inside the package. The brief specifically encouraged the insert to add value to the customer experience after purchase, so I treated it as another opportunity to communicate the Studio Burn world.

I combined practical garment-care information with the collection’s performance qualities and a Studio Burn playlist concept. This allowed the piece to be both functional and experiential - giving the customer useful information while continuing the story of the collection.

The playlist was built around the ideas of strength, flow and recovery, connecting the product experience back to the central idea of movement and creating something the customer could engage with beyond the packaging itself.

For the Sculptor Jacket advertisement, the challenge was to communicate both the product’s appeal and its return to stock in a short, engaging format. Since the jacket is positioned as a popular, highly sought-after product, I wanted the video to feel energetic and desirable rather than simply presenting it as a product catalogue.

I focused the communication around the qualities that make the jacket stand out - its sculpting fit, lightweight feel, comfort and performance fabric - while also bringing attention to the new Steel Blue and Pink colour ways. I also had to choose an apt audio which will support the pace of the video and go well with the overall ad.

The visual direction uses movement, quick product-focused moments and concise on-screen messaging to keep the pace engaging and make the product qualities easy to absorb. The aim was to create something that could work naturally as a paid social advertisement while still feeling consistent with CAVA’s fashion and performance-led identity.