Building a Collectible Seasonal Launch
Creative Direction / Art Direction
Branding
Product Design
Digital Campaign
Glowberry
Building a Collectible Seasonal Launch
PRIME Glowberry was created as more than a seasonal flavor release. Built around a distinctive series of collectible glow-in-the-dark labels, the product became an opportunity to create a launch experience that extended from the bottle into photography, digital content, and campaign storytelling.
Overview
Turning Packaging Into the Campaign
The glow-in-the-dark label treatment became the central idea behind the creative. Rather than treating it as a secondary packaging detail, the campaign elevated the labels into a defining part of the product experience. The visual system connected collectible packaging, lifestyle photography, tabletop imagery, and launch assets through one cohesive direction. Across both seasonal releases, the work balanced consistency with evolution — maintaining recognition for Glowberry while introducing new label variations and imagery that gave each launch its own sense of discovery.
The Challenge
In a crowded beverage category, the challenge was to create a seasonal launch that felt bigger than a traditional flavor extension.
Glowberry needed to capture attention quickly, communicate its limited-edition character, and give consumers a reason to engage beyond the flavor itself. The glow-in-the-dark packaging created that opportunity, transforming the physical bottle into something consumers could discover and collect. The challenge then became extending that distinctive product feature into a larger creative world without losing the clarity and recognizability of the PRIME brand.
My Role
Building One Creative System Across Two Launches
My responsibilities included overseeing the label designs, directing the development of lifestyle and tabletop photography, and guiding the creation of campaign assets used to introduce and promote the product. I worked to ensure that packaging, imagery, and launch communications functioned as one connected creative system rather than a collection of individual deliverables.
The Results
From Product Feature to Brand Experience Glowberry transformed a unique packaging feature into the centerpiece of a repeatable seasonal campaign platform. The collectible glow-in-the-dark labels gave the product an identity beyond the flavor itself, while the supporting photography and campaign assets created a consistent visual world around each release. Bringing both seasonal launches together demonstrated how the creative platform could evolve while maintaining recognition and product appeal. The result was a distinctive expression of the PRIME brand that connected packaging, collectibility, photography, and campaign storytelling through one central idea.
Glowberry
Credits
Congo Creative Studio
Next Project
Building a Collectible Seasonal Launch
Creative Direction / Art Direction
Branding
Product Design
Digital Campaign
Glowberry
Building a Collectible Seasonal Launch
PRIME Glowberry was created as more than a seasonal flavor release. Built around a distinctive series of collectible glow-in-the-dark labels, the product became an opportunity to create a launch experience that extended from the bottle into photography, digital content, and campaign storytelling.
Overview
Turning Packaging Into the Campaign
The glow-in-the-dark label treatment became the central idea behind the creative. Rather than treating it as a secondary packaging detail, the campaign elevated the labels into a defining part of the product experience. The visual system connected collectible packaging, lifestyle photography, tabletop imagery, and launch assets through one cohesive direction. Across both seasonal releases, the work balanced consistency with evolution — maintaining recognition for Glowberry while introducing new label variations and imagery that gave each launch its own sense of discovery.
The Challenge
In a crowded beverage category, the challenge was to create a seasonal launch that felt bigger than a traditional flavor extension.
Glowberry needed to capture attention quickly, communicate its limited-edition character, and give consumers a reason to engage beyond the flavor itself. The glow-in-the-dark packaging created that opportunity, transforming the physical bottle into something consumers could discover and collect. The challenge then became extending that distinctive product feature into a larger creative world without losing the clarity and recognizability of the PRIME brand.
My Role
Building One Creative System Across Two Launches
My responsibilities included overseeing the label designs, directing the development of lifestyle and tabletop photography, and guiding the creation of campaign assets used to introduce and promote the product. I worked to ensure that packaging, imagery, and launch communications functioned as one connected creative system rather than a collection of individual deliverables.
The Results
From Product Feature to Brand Experience Glowberry transformed a unique packaging feature into the centerpiece of a repeatable seasonal campaign platform. The collectible glow-in-the-dark labels gave the product an identity beyond the flavor itself, while the supporting photography and campaign assets created a consistent visual world around each release. Bringing both seasonal launches together demonstrated how the creative platform could evolve while maintaining recognition and product appeal. The result was a distinctive expression of the PRIME brand that connected packaging, collectibility, photography, and campaign storytelling through one central idea.
Glowberry
Credits
Congo Creative Studio
Next Project
Building a Collectible Seasonal Launch
Creative Direction / Art Direction
Branding
Product Design
Digital Campaign
Glowberry
Building a Collectible Seasonal Launch
PRIME Glowberry was created as more than a seasonal flavor release. Built around a distinctive series of collectible glow-in-the-dark labels, the product became an opportunity to create a launch experience that extended from the bottle into photography, digital content, and campaign storytelling.
Overview
Turning Packaging Into the Campaign
The glow-in-the-dark label treatment became the central idea behind the creative. Rather than treating it as a secondary packaging detail, the campaign elevated the labels into a defining part of the product experience. The visual system connected collectible packaging, lifestyle photography, tabletop imagery, and launch assets through one cohesive direction. Across both seasonal releases, the work balanced consistency with evolution — maintaining recognition for Glowberry while introducing new label variations and imagery that gave each launch its own sense of discovery.
The Challenge
In a crowded beverage category, the challenge was to create a seasonal launch that felt bigger than a traditional flavor extension.
Glowberry needed to capture attention quickly, communicate its limited-edition character, and give consumers a reason to engage beyond the flavor itself. The glow-in-the-dark packaging created that opportunity, transforming the physical bottle into something consumers could discover and collect. The challenge then became extending that distinctive product feature into a larger creative world without losing the clarity and recognizability of the PRIME brand.
My Role
Building One Creative System Across Two Launches
My responsibilities included overseeing the label designs, directing the development of lifestyle and tabletop photography, and guiding the creation of campaign assets used to introduce and promote the product. I worked to ensure that packaging, imagery, and launch communications functioned as one connected creative system rather than a collection of individual deliverables.
The Results
From Product Feature to Brand Experience Glowberry transformed a unique packaging feature into the centerpiece of a repeatable seasonal campaign platform. The collectible glow-in-the-dark labels gave the product an identity beyond the flavor itself, while the supporting photography and campaign assets created a consistent visual world around each release. Bringing both seasonal launches together demonstrated how the creative platform could evolve while maintaining recognition and product appeal. The result was a distinctive expression of the PRIME brand that connected packaging, collectibility, photography, and campaign storytelling through one central idea.
Glowberry
Credits
Congo Creative Studio
Next Project
Building a Collectible Seasonal Launch
Creative Direction / Art Direction
Branding
Product Design
Digital Campaign
Glowberry
Building a Collectible Seasonal Launch
PRIME Glowberry was created as more than a seasonal flavor release. Built around a distinctive series of collectible glow-in-the-dark labels, the product became an opportunity to create a launch experience that extended from the bottle into photography, digital content, and campaign storytelling.
Overview
Turning Packaging Into the Campaign
The glow-in-the-dark label treatment became the central idea behind the creative. Rather than treating it as a secondary packaging detail, the campaign elevated the labels into a defining part of the product experience. The visual system connected collectible packaging, lifestyle photography, tabletop imagery, and launch assets through one cohesive direction. Across both seasonal releases, the work balanced consistency with evolution — maintaining recognition for Glowberry while introducing new label variations and imagery that gave each launch its own sense of discovery.
The Challenge
In a crowded beverage category, the challenge was to create a seasonal launch that felt bigger than a traditional flavor extension.
Glowberry needed to capture attention quickly, communicate its limited-edition character, and give consumers a reason to engage beyond the flavor itself. The glow-in-the-dark packaging created that opportunity, transforming the physical bottle into something consumers could discover and collect. The challenge then became extending that distinctive product feature into a larger creative world without losing the clarity and recognizability of the PRIME brand.
My Role
Building One Creative System Across Two Launches
My responsibilities included overseeing the label designs, directing the development of lifestyle and tabletop photography, and guiding the creation of campaign assets used to introduce and promote the product. I worked to ensure that packaging, imagery, and launch communications functioned as one connected creative system rather than a collection of individual deliverables.
The Results
From Product Feature to Brand Experience Glowberry transformed a unique packaging feature into the centerpiece of a repeatable seasonal campaign platform. The collectible glow-in-the-dark labels gave the product an identity beyond the flavor itself, while the supporting photography and campaign assets created a consistent visual world around each release. Bringing both seasonal launches together demonstrated how the creative platform could evolve while maintaining recognition and product appeal. The result was a distinctive expression of the PRIME brand that connected packaging, collectibility, photography, and campaign storytelling through one central idea.
Glowberry
Credits
Congo Creative Studio
Next Project
Building a Collectible Seasonal Launch
Creative Direction / Art Direction
Branding
Product Design
Digital Campaign
Glowberry
Building a Collectible Seasonal Launch
PRIME Glowberry was created as more than a seasonal flavor release. Built around a distinctive series of collectible glow-in-the-dark labels, the product became an opportunity to create a launch experience that extended from the bottle into photography, digital content, and campaign storytelling.
Overview
Turning Packaging Into the Campaign
The glow-in-the-dark label treatment became the central idea behind the creative. Rather than treating it as a secondary packaging detail, the campaign elevated the labels into a defining part of the product experience. The visual system connected collectible packaging, lifestyle photography, tabletop imagery, and launch assets through one cohesive direction. Across both seasonal releases, the work balanced consistency with evolution — maintaining recognition for Glowberry while introducing new label variations and imagery that gave each launch its own sense of discovery.
The Challenge
In a crowded beverage category, the challenge was to create a seasonal launch that felt bigger than a traditional flavor extension.
Glowberry needed to capture attention quickly, communicate its limited-edition character, and give consumers a reason to engage beyond the flavor itself. The glow-in-the-dark packaging created that opportunity, transforming the physical bottle into something consumers could discover and collect. The challenge then became extending that distinctive product feature into a larger creative world without losing the clarity and recognizability of the PRIME brand.
My Role
Building One Creative System Across Two Launches
My responsibilities included overseeing the label designs, directing the development of lifestyle and tabletop photography, and guiding the creation of campaign assets used to introduce and promote the product. I worked to ensure that packaging, imagery, and launch communications functioned as one connected creative system rather than a collection of individual deliverables.
The Results
From Product Feature to Brand Experience Glowberry transformed a unique packaging feature into the centerpiece of a repeatable seasonal campaign platform. The collectible glow-in-the-dark labels gave the product an identity beyond the flavor itself, while the supporting photography and campaign assets created a consistent visual world around each release. Bringing both seasonal launches together demonstrated how the creative platform could evolve while maintaining recognition and product appeal. The result was a distinctive expression of the PRIME brand that connected packaging, collectibility, photography, and campaign storytelling through one central idea.
Glowberry
Credits
Congo Creative Studio
Next Project
Building a Collectible Seasonal Launch
Creative Direction / Art Direction
Branding
Product Design
Digital Campaign
Glowberry
Building a Collectible Seasonal Launch
PRIME Glowberry was created as more than a seasonal flavor release. Built around a distinctive series of collectible glow-in-the-dark labels, the product became an opportunity to create a launch experience that extended from the bottle into photography, digital content, and campaign storytelling.
Overview
Turning Packaging Into the Campaign
The glow-in-the-dark label treatment became the central idea behind the creative. Rather than treating it as a secondary packaging detail, the campaign elevated the labels into a defining part of the product experience. The visual system connected collectible packaging, lifestyle photography, tabletop imagery, and launch assets through one cohesive direction. Across both seasonal releases, the work balanced consistency with evolution — maintaining recognition for Glowberry while introducing new label variations and imagery that gave each launch its own sense of discovery.
The Challenge
In a crowded beverage category, the challenge was to create a seasonal launch that felt bigger than a traditional flavor extension.
Glowberry needed to capture attention quickly, communicate its limited-edition character, and give consumers a reason to engage beyond the flavor itself. The glow-in-the-dark packaging created that opportunity, transforming the physical bottle into something consumers could discover and collect. The challenge then became extending that distinctive product feature into a larger creative world without losing the clarity and recognizability of the PRIME brand.
My Role
Building One Creative System Across Two Launches
My responsibilities included overseeing the label designs, directing the development of lifestyle and tabletop photography, and guiding the creation of campaign assets used to introduce and promote the product. I worked to ensure that packaging, imagery, and launch communications functioned as one connected creative system rather than a collection of individual deliverables.
The Results
From Product Feature to Brand Experience Glowberry transformed a unique packaging feature into the centerpiece of a repeatable seasonal campaign platform. The collectible glow-in-the-dark labels gave the product an identity beyond the flavor itself, while the supporting photography and campaign assets created a consistent visual world around each release. Bringing both seasonal launches together demonstrated how the creative platform could evolve while maintaining recognition and product appeal. The result was a distinctive expression of the PRIME brand that connected packaging, collectibility, photography, and campaign storytelling through one central idea.
Glowberry
Credits
Congo Creative Studio
Next Project
Building a Collectible Seasonal Launch
Creative Direction / Art Direction
Branding
Product Design
Digital Campaign
Glowberry
Building a Collectible Seasonal Launch
PRIME Glowberry was created as more than a seasonal flavor release. Built around a distinctive series of collectible glow-in-the-dark labels, the product became an opportunity to create a launch experience that extended from the bottle into photography, digital content, and campaign storytelling.
Overview
Turning Packaging Into the Campaign
The glow-in-the-dark label treatment became the central idea behind the creative. Rather than treating it as a secondary packaging detail, the campaign elevated the labels into a defining part of the product experience. The visual system connected collectible packaging, lifestyle photography, tabletop imagery, and launch assets through one cohesive direction. Across both seasonal releases, the work balanced consistency with evolution — maintaining recognition for Glowberry while introducing new label variations and imagery that gave each launch its own sense of discovery.
The Challenge
In a crowded beverage category, the challenge was to create a seasonal launch that felt bigger than a traditional flavor extension.
Glowberry needed to capture attention quickly, communicate its limited-edition character, and give consumers a reason to engage beyond the flavor itself. The glow-in-the-dark packaging created that opportunity, transforming the physical bottle into something consumers could discover and collect. The challenge then became extending that distinctive product feature into a larger creative world without losing the clarity and recognizability of the PRIME brand.
My Role
Building One Creative System Across Two Launches
My responsibilities included overseeing the label designs, directing the development of lifestyle and tabletop photography, and guiding the creation of campaign assets used to introduce and promote the product. I worked to ensure that packaging, imagery, and launch communications functioned as one connected creative system rather than a collection of individual deliverables.
The Results
From Product Feature to Brand Experience Glowberry transformed a unique packaging feature into the centerpiece of a repeatable seasonal campaign platform. The collectible glow-in-the-dark labels gave the product an identity beyond the flavor itself, while the supporting photography and campaign assets created a consistent visual world around each release. Bringing both seasonal launches together demonstrated how the creative platform could evolve while maintaining recognition and product appeal. The result was a distinctive expression of the PRIME brand that connected packaging, collectibility, photography, and campaign storytelling through one central idea.
Glowberry
Credits
Congo Creative Studio
Next Project
Building a Collectible Seasonal Launch
Creative Direction / Art Direction
Branding
Product Design
Digital Campaign
Glowberry
Building a Collectible Seasonal Launch
PRIME Glowberry was created as more than a seasonal flavor release. Built around a distinctive series of collectible glow-in-the-dark labels, the product became an opportunity to create a launch experience that extended from the bottle into photography, digital content, and campaign storytelling.
Overview
Turning Packaging Into the Campaign
The glow-in-the-dark label treatment became the central idea behind the creative. Rather than treating it as a secondary packaging detail, the campaign elevated the labels into a defining part of the product experience. The visual system connected collectible packaging, lifestyle photography, tabletop imagery, and launch assets through one cohesive direction. Across both seasonal releases, the work balanced consistency with evolution — maintaining recognition for Glowberry while introducing new label variations and imagery that gave each launch its own sense of discovery.
The Challenge
In a crowded beverage category, the challenge was to create a seasonal launch that felt bigger than a traditional flavor extension.
Glowberry needed to capture attention quickly, communicate its limited-edition character, and give consumers a reason to engage beyond the flavor itself. The glow-in-the-dark packaging created that opportunity, transforming the physical bottle into something consumers could discover and collect. The challenge then became extending that distinctive product feature into a larger creative world without losing the clarity and recognizability of the PRIME brand.
My Role
Building One Creative System Across Two Launches
My responsibilities included overseeing the label designs, directing the development of lifestyle and tabletop photography, and guiding the creation of campaign assets used to introduce and promote the product. I worked to ensure that packaging, imagery, and launch communications functioned as one connected creative system rather than a collection of individual deliverables.
The Results
From Product Feature to Brand Experience Glowberry transformed a unique packaging feature into the centerpiece of a repeatable seasonal campaign platform. The collectible glow-in-the-dark labels gave the product an identity beyond the flavor itself, while the supporting photography and campaign assets created a consistent visual world around each release. Bringing both seasonal launches together demonstrated how the creative platform could evolve while maintaining recognition and product appeal. The result was a distinctive expression of the PRIME brand that connected packaging, collectibility, photography, and campaign storytelling through one central idea.
Glowberry
Credits
Congo Creative Studio
Next Project
Building a Collectible Seasonal Launch
Creative Direction / Art Direction
Branding
Product Design
Digital Campaign
Glowberry
Building a Collectible Seasonal Launch
PRIME Glowberry was created as more than a seasonal flavor release. Built around a distinctive series of collectible glow-in-the-dark labels, the product became an opportunity to create a launch experience that extended from the bottle into photography, digital content, and campaign storytelling.
Overview
Turning Packaging Into the Campaign
The glow-in-the-dark label treatment became the central idea behind the creative. Rather than treating it as a secondary packaging detail, the campaign elevated the labels into a defining part of the product experience. The visual system connected collectible packaging, lifestyle photography, tabletop imagery, and launch assets through one cohesive direction. Across both seasonal releases, the work balanced consistency with evolution — maintaining recognition for Glowberry while introducing new label variations and imagery that gave each launch its own sense of discovery.
The Challenge
In a crowded beverage category, the challenge was to create a seasonal launch that felt bigger than a traditional flavor extension.
Glowberry needed to capture attention quickly, communicate its limited-edition character, and give consumers a reason to engage beyond the flavor itself. The glow-in-the-dark packaging created that opportunity, transforming the physical bottle into something consumers could discover and collect. The challenge then became extending that distinctive product feature into a larger creative world without losing the clarity and recognizability of the PRIME brand.
My Role
Building One Creative System Across Two Launches
My responsibilities included overseeing the label designs, directing the development of lifestyle and tabletop photography, and guiding the creation of campaign assets used to introduce and promote the product. I worked to ensure that packaging, imagery, and launch communications functioned as one connected creative system rather than a collection of individual deliverables.
The Results
From Product Feature to Brand Experience Glowberry transformed a unique packaging feature into the centerpiece of a repeatable seasonal campaign platform. The collectible glow-in-the-dark labels gave the product an identity beyond the flavor itself, while the supporting photography and campaign assets created a consistent visual world around each release. Bringing both seasonal launches together demonstrated how the creative platform could evolve while maintaining recognition and product appeal. The result was a distinctive expression of the PRIME brand that connected packaging, collectibility, photography, and campaign storytelling through one central idea.
Glowberry
Credits
Congo Creative Studio
Next Project