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Brand Identity & Launch
Louder than legacy
The Challenge
A new beverage entering a category owned by legacy names. You can't out-authenticate brands with decades of head start — so LaRass had to win on energy instead.
The Approach
We built the brand from the ground up — identity, packaging, launch campaign — loud like the category but different in voice: familiar energy, fresher attitude.
The outcome
A newcomer that looks like it belongs on the shelf, without pretending to be old.
My role
Creative lead — identity, packaging and campaign.
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