In collaboration with Irish agency Boys + Girls, I worked as an Art Director and Designer alongside Jake O'Driscoll (Creative Director), Dean Ryan (Senior Art Director), and Michael Whelan (Senior Copywriter) to deliver a cohesive visual identity and 360° campaign rollout for SuperValu, spanning social media, in-store promotions, and print.

To promote SuperValu’s life insurance during the holiday season, we tackled a traditionally heavy subject matter with a playful, lighthearted approach. We developed a humorous social media concept featuring a tongue-in-cheek scenario (Santa narrowly avoiding a snowy mishap) paired with witty copy that successfully drove engagement while shifting the brand's perception of insurance.

To celebrate Irish heritage, we redesigned SuperValu’s specialty product packaging, infusing traditional elements like Celtic knotwork and a culturally resonant color palette to spotlight the Irish roots. The challenge was twofold: elevate the product line to feel distinctly premium while ensuring it remained instantly recognizable as SuperValu. We achieved this by blending sophisticated typography and rich, textured finishes with accessible brand markers, creating a celebratory collection that honors local craft while driving shelf appeal.

To reinforce SuperValu’s reputation for quality, we developed a full-page print campaign celebrating the brand's uncompromising standards for fresh and consciously sourced food. Recognizing that true quality cannot be rushed, the ad champions a deliberate, "slow" approach to sourcing, turning what might look like a delay into a powerful proof point of SuperValu's dedication to offering only the absolute best to its customers.