Core Extending a premium leader into functional benefits.
With Core growing its dominance in the premium water category, the opportunity was to extend that strength into function: a new subline built around specific functional ingredients, each tied to a clear consumer benefit. Led creative direction and strategy from concept through research to launch, shaping how the line looked, what it promised, and how it earned a place next to the core brand without diluting it.
Role & scope: Creative direction and strategy — concept, research, branding, product and packaging design, launch.