Project Overview
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.
Objective
- 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.
Process
1. Research & Strategy Development
- 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.
2. Conceptualization & Creative Direction
- 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.
I managed to ntegrated Zosi’s branding into these images, making the product “pop” in the four key SKUs/colorways:
Rise and Shine (Energizing & Uplifting)
Keep Crushing It (Focus & Productivity)
Sleep Well (Rest & Recovery)
Release (Stress Relief & Relaxation)
3. Design Execution
- 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.
4. Review & Refinement
- 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.
5. Final Deliverables
- 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.
Outcome
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.
Jax Barboa 