Morning Matcha

Project

Arbonne’s Morning Matcha launch aimed to introduce a new product that resonates with health-conscious individuals seeking clean, vegan nutrition and an elevated wellness experience. I led the creative strategy and visual direction, working alongside the Creative Director and cross-functional teams to craft a sophisticated, on-brand campaign that positioned Arbonne as an authority in the wellness space.

The goal was to educate the audience on the benefits of matcha, increase value perception, and create a visual experience that embodied the matcha lifestyle in an elegant and refined way. With expedited timelines and the added complexity of navigating the holiday season, I guided the team through the process of developing digital and video content that would align with both the brand and campaign objectives. Key deliverables included ADA-compliant color palettes, creative direction for all digital content, and ensuring that the visuals across touch points consistently reflected the product’s premium and health-conscious positioning.

Despite challenges such as tight deadlines and regulatory compliance, the campaign successfully captured the attention of a wellness-focused audience, reinforcing Arbonne's commitment to providing vegan, functional products. The creative execution helped communicate the benefits of Morning Matcha in an impactful way, contributing to the product’s smooth launch and increased engagement.

Scope

Concept & Direction
Web — Homepage, CLP, & Web Banners
Email — Designed Campaign
Social — Posts, Stories, & Banners
Print — Flyers
Video — Launch & Social

Collaborators

Creative Direction — Brett Ramey
Lead Designers — Jenny Dale & Michelle Manaig
Photography — Jason Michelson
Styling — Laurie Raab
Retouching — Mae Dean
Copywriting — Erin Humphfres