The Challenge: Create a physical brand experience that reinforced the Impossible Breakfast Sausage story while bringing the breakfast occasion to life in a memorable, tactile way.
The Insight: Breakfast is ritual-driven. Tools and storytelling that elevate the routine help the brand feel embedded in daily life.
The Creative Direction: Combine bold, unmistakable brand language with playful, culture-driven breakfast storytelling.
Execution: Branded PR box featuring a cast iron skillet, enamel mug, fictional editorial-style breakfast newspaper, and branded sticker designed to extend the campaign into a physical brand experience.
Impact: Strengthened brand personality, increased shareable content opportunities, and supported broader breakfast campaign visibility across PR and social channels.
My Role: Contributed to concept development and designed the PR box, newspaper layout, and branded sticker, while supporting art direction across the overall kit experience.
