Sweet Tea
Product Launch & Branding
CASE STUDY
Role: Concept Designer, Brand Strategist, Art Director
Company: Plexus Worldwide
Project Timeline: Winter 2023 - Summer 2024
Team: Marketing, Product Development, Creative, R&D
The Challenge: Plexus, known for its wellness and weight management products, wanted to expand its best-selling Slim product line with a flavor-forward alternative: Slim Sweet Tea. The challenge was to create a fresh, craveable identity for the product while maintaining alignment with Plexus’ clean-label values and the credibility of its science-backed formulations.
VISION
& CONCEPT
The core idea was to merge the comfort of Southern sweet tea culture with the sophistication of a wellness lifestyle brand. From the start, I positioned Slim Sweet Tea not just as another flavor extension, but as a seasonal, lifestyle-enhancing product that could tap into nostalgia and modern health goals simultaneously.
Key concept pillars:
Familiar yet functional
Craveable but clean
Seasonal with staying power
This informed everything from naming to visual identity to the product storytelling arc.
Art Direction
Art Direction
I led the art direction for all visual outputs across digital, print, and packaging.
Packaging Design
Collaborated with the product and compliance team to create a FDA-compliant, visually differentiated package.
Introduced illustrative elements that hint at nature and flavor without overpowering the clean design, setting it apart from the traditionally pink Slim line.
Lifestyle Photography
Directed a series of lifestyle shoots emphasizing:
Moments of ease and enjoyment: front porch sips, sunny backyard scenes
Diversity and accessibility in wellness: inclusive casting and relatable settings
Ensured continuity in lighting and mood to fit Plexus’ master brand while giving the product its own flavor narrative.
Digital Assets
Created hero graphics, banners, and animations for:
Plexus.com product page
Social media campaigns
Distributor tools and marketing kits
Motion Graphics
