The Challenge: After a steady decline in market-share and an explosion in the immunity category since COVID-19, the challenge for the Airborne team was to re-engage with consumers, while not isolating their current audience.

The Solution: As the lead designer, I started with diving deep into the strategy. After identifying the brand character as uplifting and reliable, I worked to bring both of those characteristics to life within the design. The use of flying fruits and splashes to highlight the key claims bring that sense of uplift while maintaining the brand’s equities deliver on reliability.