Gingerly
Branding and marketing for direct-to-consumer beverage startup.
Branding / Marketing / Art Direction / Guidelines / Human Agency
The team at Gingerly came to Human Agency with a unique request. They had a product but no supporting brand assets. We developed a brand and marketing strategy for their cans of seltzer—successfully improving their e-commerce conversion rate and ultimately selling out of the beverage entirely.
I developed the supporting brand around the already existing can. I created a nuanced color palette inspired by the seltzer’s flavor profile, not sweet but not entirely savory either. I introduced gradients, developing a method for creating the colorful backgrounds, and sourced botanical illustrations based on the active ingredients. FK Screamer Bold (by Florian Karsten) is used to contrast with the hand-written qualities of the logo. I also art directed product photography for marketing and created a brand playbook for the team.
Art direction for product shoot, prominently featuring the product.
Gradient backgrounds designed as a supporting brand asset, to be used as backdrop for the can of Gingerly. The gradients are inspired by the flavor profile of the beverage and they use the expanded color palette designed for the brand.
Royalty-free botanical illustrations were sourced to create a expanded asset library for the brand.
Selections for the brand playbook that I designed in Figma for the entire gingerly team to be able to access and reference.
Selections for marketing emails desiged for different points along the conversion journey for the brand's customers.
Additional art directed images to be used in marketing material and to include the brand's asset library.
