BEVERAGES | FUNCTIONAL
Superfrau
CONTRIBUTIONS
Branding & Packaging Design
Brand Campaigns
Email Marketing
Social Media
Marketing Collateral
Events & Brand Activation
Print & Digital Design
Influencer Marketing
ROLE
Art Director
Design Lead
AWARDS
Pentawards Silver, 2022
The Dieline Awards Shortlist, 2022
Superfrau is a super-innovative, category-breaking functional and purposeful beverage – good for the planet and your health.
What started as only a branding and packaging project, quickly evolved to become an “in-house” partnership, where I led design across all of Superfrau’s marketing channels.
My role consisted of helping build, launch and grow the disruptive start-up brand through design, helping Superfrau secure placement in 35 Whole Foods locations in the NE region within 1 month of launch. Within 6 months, Superfrau’s branding and packaging design received 2 design awards.
Brand & Packaging Design
I art directed and executed design for Superfrau’s brand and packaging design.
Inspired by the superpowers of the functional beverage, comic strips, conversational dialogue and bold feminine confidence, Superfrau’s bold brand statement intentionally positions women as superheroes in a culture and category of traditionally male-dominated superheroes and beverages.
Contributions: Strategy & Positioning, Brand Identity, Packaging Design, Illustration, Iconography, Copywriting, Flavor Extensions
Brand Campaign
The founder decided to use her business as a force for change, donating 100% of proceeds from Blueberry Lemonade sales toward abortion rights.
I designed the packaging design by extending to a new SKU and flavor illustration, and developed graphics to use across digital platforms such as web, email and social media. The brand experienced a “viral moment” when a video I created engaged the attention of over 300K Tiktok users.
Contributions: Packaging Design (Flavor Extension), Content Creation (Tiktok, Reels), Influencer Marketing, Social/Web Graphics, Email Marketing
Viral on TikTok
200+
Orders
80+
Email
Signups
$10K+
Donated
300K
Views
21.4K
Likes
520
Saves
Email Marketing
In addition to creating engaging monthly newsletters based on the content calendar (8x per month), I developed the welcome series and abandoned cart series.
Contributions: Graphic Design, Monthly Campaigns, Copywriting, Scheduling, A/B Testing
Tools Used: Figma, Klaviyo
Social Media
Created and curated all content for Superfrau’s social media on an ongoing monthly basis.
Contributions: Content Calendar, Content Creation & Curation, Copywriting, Scheduling
Tools Used: Photoshop, Illustrator, Monday.com, Later, Reels/Tiktok
Marketing Collateral
Contributions: Art Direction (Brand Merch & Swag, Stickers), Design (PR Mailer)
Events & Brand Activation
Contributions: Art Direction (Exterior Design, Digital Graphics), Design (Content Creation & Graphic Animation)
SKETCH CONCEPT
IRL EXECUTION
Print & Digital Design
Contributions: Infographics, Shelf Talker, Necker Coupons, Recipe Postcard, Sales/Investor Materials
