Boba Tea Protein is a DTC CPG brand that creates boba-flavored, all-natural supplements for introductory and fitness enthusiasts alike. I create marketing campaigns that blend the unique Asian-American consumer experience with gym-influenced imagery to unite the two often over-lapped demographics.

 

The old imagery heavily relied on graphics and stock images of the products and the ingredients to market each new release. My goal was to harness more photography and in-house set design to elevate the imagery while maintaining the approachable, fun nature of boba. 

 

This position benefits from my heavy knowledge of Asian cultures, as much of our imagery leans on the aspects of the culture that the flavors are derived from. Maintaining accurate cultural references allowed for a greater ethos with our customer base. 

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My role not only encompasses crafting a visual identity that blends vibrant, eye-catching aesthetics with a fitness-focused, energetic tone but also managing budgets, conceptualizing campaigns, directing photoshoots, and overseeing the design process.