For our latest campaign, I spearheaded the creative direction for a line of pre-workout, non-caffeinated pre-workout, hydration powder, and protein powders flavored by Chiquita Brands LLC. This project required a deep understanding of Chiquita’s iconic brand identity, and I ensured that every label design aligned seamlessly with their established guidelines. Through extensive research, I developed a visually compelling aesthetic that complemented Chiquita’s vibrant, tropical essence while maintaining a strong presence in the fitness and nutrition space.

The label design process underwent meticulous review, involving both Chiquita executives and our in-house creative team, led by Bryant. Every detail—from typography and color palettes to imagery and brand messaging—was carefully refined to uphold Chiquita’s legacy while delivering a fresh and modern appeal to our audience.

Beyond the product labels, I directed a transformation of our digital presence, revamping our website’s product detail pages (PDPs) to reflect the Chiquita branding. This included immersive visuals, engaging content, and a cohesive design language that tied the entire campaign together. The result was a striking and recognizable brand experience that resonated with both Chiquita loyalists and new customers alike.

This campaign not only showcased my ability to execute high-level brand collaborations but also reinforced the power of strategic design in bridging fitness and lifestyle branding with a household name like Chiquita.