Your foods
biggest fan
The challenge
Turn Suzie’s refreshed identity into a campaign that cuts through and brings its playful personality to life.
The idea
A cheeky, tongue-in-cheek campaign casting Suzie’s as your dish’s ultimate hype-person—self-aware, bold,
and full of charm.
My role
As Creative Director and Designer, I led the work from concept through execution, partnering closely with
copy to shape the story across design and voice.
The impact
Though it never launched, it landed—unlocking $500K+ in new business for Suzie’s hard seltzer line and expanding the partnership.
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..
