ChallengeG offers a range of bold-flavored sodas often used as mixers. While the brand was known for its daring communication, there was no visual consistency across their materials, which created the challenge of defining a cohesive brand image and guidelines.
AskThe task was to create a unified online and offline presence that reflected G's vibrant personality, while keeping the identity flexible enough for future creative expansions.
ActionTo set the visual tone, we organized a photoshoot for G’s new flavors, which I co-directed with another creative. For the guidelines, we captured G’s bold and adventurous personality, ensuring they were adaptable for future campaigns without sacrificing consistency.
ResultThe new guidelines gave the G team greater confidence in their brand identity, tone of voice, and messaging. It became much easier for them to communicate their fun identity to their audience.