Summer Drinks Campaign
Grill’d — 2024
Visual Identity
Art Direction
The "Whips" were inspired by an old 1930s recipe and the relation to "spiders" that I grew up drinking as a kid led me down a path rooted in nostalgia. Heavily inspired by vintage recipe books and magazines, ice-cream truck signage, and those hot summer days by the beach, the aim was to tap into that nostalgia but with a modern take. We wanted it to reflect the idea of making the old new again, not reimagining it but celebrating what made it great in the first place.
The resulting visuals are heavily rooted in 70s cookbooks with touches of the 90s. The campaign draws on the nostalgia Gen Z has for the late 90s and early 00s while the photography has a vintage aesthetic. Each asset considered the audience journey, with the striking "twist" visual for OOH placements and web while the product photography was reserved for in restaurants and on socials.