Crush Decades of nostalgia, made to feel new again.
Crush is built on bold, fizzy, fruity nostalgia, equity worth protecting and energy worth amplifying. Led a full refresh that pushed the brand's playful, color-forward personality onto a modern shelf and toward a younger audience, extending the system across flavors and packaging. One of the heritage refreshes that contributed to double-digit first-year growth across the portfolio.
Role & scope: Creative direction — brand refresh, visual system, packaging, retail, digital. Design: Connor Arnot