Seedlip "You're the Buzz" Campaign

UX/UI, Art Direction
Designed with Kien Nyugen
Tools: Illustrator, Photoshop, Figma, Midjourney

A collaboratively developed digital campaign for the Seedlip brand, created during a group internship project at Critical Mass. The campaign centers around a personality quiz designed to spark conversations about Seedlip's drinks. I worked closely with fellow intern Kien Nguyen to create out-of-home and digital advertisements for the quiz, design stills for an AR experience introducing it, and develop the quiz itself.

Objectives

My intern group of 10 interns were tasked to plan, create and pitch a campaign for any of the brands under the multinational corporation, Diageo. Our team chose the non-alcoholic spirit brand Seedlip. Under the platform "You're the Buzz" (indicating that those at the gathering bring the energy instead of the alcohol- fitting for Seedlip’s brand), Kien and I designed a story-based personality quiz set in a fantasy world that aimed to stir conversation about the brand and drinks . Each of the four outcome was based on the animal illustrations on one of the 4 brand's flavors, and provided recommendations for which Seedlip product to buy, cocktails and venues. This intern project was part of a competition between 3 intern groups, each pitched to Diageo and my team won!

Context

Seedlip is a brand specializing in non-alcoholic distilled spirits. It was founded in 2015 by Ben Branson and is positioned as a sophisticated alternative for those who want to enjoy a complex, alcohol-free drink. Seedlip products are crafted from botanicals, herbs, and spices, offering nuanced, layered flavors. The brand's portfolio includes four flavors. Notas de Agave, Garden 108, Grove 42, and Spice 94, each designed for pairing with mixers like tonic water or for use in mocktails. The packaging of each of the four flavors displays a different Seedlip animal, each of the animals corresponding to the above flavors are the hummingbird, rabbit, squirrel and fox.

Design Approach

To build on Seedlip’s existing identity, we embraced their digital collage aesthetic showcased on social media. Drawing inspiration from their fantastical and whimsical brand elements, we incorporated a fantasy narrative into the quiz. At the quiz’s introduction, the users open up an AR experience where they encounter a Seedlip animal emerging from a portal from another dimension. The animal then jumps onto a Seedlip bottle showing the quiz’s title screen. Then, the 2D portion of the quiz is launched. This playful experience enhances engagement and ties seamlessly with Seedlip’s dreamlike visuals.

The collages were crafted using a combination of manual digital collage techniques and generative AI, which achieved an otherworldly aesthetic. We utilized Midjourney to create the fantasy-inspired visuals for the quiz questions, as well as to develop the human and animal models. By blending traditional methods with AI tools, we ensured the final designs felt unique and aligned with Seedlip’s imaginative branding.