Primo Water sought to redefine its brand identity to better connect with its audience and showcase its values. Tasked with developing the full identity, I implemented research from the Insights & Analytics and Marketing Strategy teams to define target segments, brand essence, archetype, and positioning.
Collaborating with the copy team, I created comprehensive brand guidelines that clearly communicated the brand’s voice and tone while offering actionable implementation instructions. These guidelines became a valuable library for internal and external teams, ensuring consistent messaging across all platforms.
For the brand video, I developed a narrative showcasing Primo Water’s journey from bottling plants to households, emphasizing hydration’s role in daily life. Responsible for concept, story, wardrobe, props, model selection, sound direction, animation, and editing reviews, I ensured a polished final product originally crafted for investors and later adapted for broader audiences.
The guidelines were implemented across social posts, ads, station wraps, photography, and more. The client was thrilled with the cohesive results, and the projects won four GD USA awards in 2024, highlighting its success in branding and design.
Agency: Sales Factory
Client: Primo Water
Role: Associate Creative Director
Client: Primo Water
Role: Associate Creative Director
