In addition to extending Suzie’s condiment line, we created a cheeky ad campaign to bring the refreshed identity to life. The goal was simple: show that Suzie’s isn’t just a condiment, it’s your dish’s biggest hype-person.
The challenge
Translate Suzie’s playful, redesigned brand into a campaign that could cut through clutter, charm audiences, and make condiments feel like characters worth rooting for.
The idea
A bold, tongue-in-cheek campaign that cast Suzie’s as the ultimate sidekick. Playful, self-aware, and full of personality.
My role
As Creative Director and Designer, I led the campaign from concept through execution, partnering closely with my copywriter to bring the idea to life across design and storytelling.
The impact
Although it never launched publicly, the campaign resonated so strongly with the client that it secured $500K+ in new business for Suzie’s hard seltzer line. It proved the identity’s flexibility, strengthened client trust, and expanded our partnership into new lines of business.
Complements everything. Compliments anything.
We launched Suzie’s expanded condiment line with a playful campaign that framed
Suzie’s as the sidekick that both complements and compliments your favorite dishes.
A design system built to scale, evolve, and delight.
Bold type, playful squiggles, an inverted color palette, vibrant lifestyle photography, and
craveable AI-generated dishes all work together to complement Suzie’s charm.
The result? A flexible, flavorful system full of personality, color, and dad jokes.
Artificial intelligence. Real cravings.
I paired lifestyle stock with AI food imagery to create mouthwatering
visuals with Suzie’s playing the ultimate supporting role.
Type you can taste.
The typography was carefully chosen to do more than inform—it engages.
Bold and expressive, it adds personality, punctuates key messages, and reinforces
the brand’s playful tone.
Designed to Stand Out
Macro photography and oversized OOH moments put Suzie’s in mouthwatering focus,
showing that Suzie’s may not be the main act, but brings the best out of every dish.
A complementary Design System
I created a design system that channels Suzie’s fun, playful personality through bold color,
quirky details, and confident type—proving it’s a serious upgrade to your dish without the seriousness..
