Brand Positioning/Creative Direction/Art Direction/Graphic Development/Manufacturing Liaison

For Seedlip, the pioneering non-alcoholic spirit brand, I led the concept and design of an in-store interactive sampling experience aimed at elevating visibility in premium grocery and liquor retail environments. Grounded in consumer insights, the experience was designed to shift perception around non-alcoholic choices to move beyond the expected "lime and soda" non-alcoholic beverage fallback to something that felt sophisticated, flavorful, and intentional. The activation invited shoppers to engage with the product through it’s refined taste, brand storytelling, and sensory cues, creating a memorable moment that cut through the retail noise.

The design prioritized both presence and elegance—balancing bold visuals with refined materials to reflect the brand’s premium positioning. Sampling stations were crafted to be modular and easy to install across multiple retail formats, while also incorporating educational elements, such as cocktail recipe coaster giveaways and product storytelling with the brand ambassadors. I supported the project from creative direction through production, working closely with domestic vendors to ensure the final execution matched the elevated tone of the Seedlip brand.

PRODUCT SAMPLING CONCEPT AND ACTIVATION ELEMENTS

Brand Ambassador Engagement Script