The word 'HUMANITY' written in large, black, capital letters with horizontal lines across the top of each letter.

Black Cherry Launch

A promotional webpage for a product named Humantra, featuring a black cherry-flavored electrolyte supplement. The page displays a packet of the supplement, ice cubes, and two red cherries, with bold white text announcing "Black Cherry is Back" and a pink button labeled "Buy Now." The brand logo "HUMANTRA" is at the top left, with navigation options for flavors, build your own bundle, and our science.

Project Scope

Concept: Frozen in time after selling out, preserved through the chill of winter. Back by popular demand, Humantra is relaunching their Black Cherry flavor for a limited time, and it is thawing out just in time for summer!

Goal: A balance between product-focused and lifestyle-driven shots, with an emphasis on mood. All content should feel elevated.

Deliverables: This project included a concept meeting and a client-provided shot list. The campaign included one studio shoot, five digital images and one lifestyle shoot, five digital images. The images were formatted for social posts, PR messaging, and website assets.

  • A logo with the letter 'H' in white, stylized with horizontal lines on top, set against a dark purple and pink background with water droplets.

    Social Profile Photo

  • Close-up of ice cubes with red cherries frozen inside. Text overlay reads: "fittest. Humantra Black Cherry Is Back By Popular Demand. Swipe & Discover."

    PR Post

  • A box of Humantra Black Cherry Electrolytes drink mix, ice cubes, and two red cherries on a reflective surface with gray background. Text highlights the product's features including hydration and taste.

    PR Post

Studio

The goal was to lean into the visual tension of ice and melt, using water, texture, and condensation to create striking, minimal compositions that tell the story. The focus was on clean compositions, sharp textures, and a contrast between solid and liquid.

These images were utilized on social media, as well as PR messaging, and website updates.

Frosted ice cube containing three juice boxes with red and white labels, and black text indicating flavors and ingredients.
  • Three frozen sticks of Hornatura dietary supplements in ice, with visible frost and condensation, against a black background.
  • Four ice cubes with cherries inside, frozen together, against a white background.
  • Close-up of a red liquid, possibly wine or juice, with white foam or bubbles on the surface.
  • Two packages of HUMANtra electrolyte supplement with black cherry flavor and two ice cubes on a reflective surface.
  • A pink and white packet labeled 'HUMANTRA' with ice cubes and two cherries on a reflective surface.

Lifestyle

The goal for each image was to showcase Black Cherry looking ice cold. The lifestyle shoot needed to incorporate key themes from the studio set so it all felt integrated.

To create the tension of melting and highlight the early summer launch date, in the lifestyle set, we shot at the beach, but in contrast, styled the models in jackets and gloves to hold the drink because it’s that icy cold.

These images were used for social media to personify the concept & communicate the limited supply to their audience.

A clear plastic bag containing two Sparkletts water bottles filled with pink liquid, ice, and cherries, being held on a beach with sand, water, and a blue sky in the background.
  • A transparent beach bag containing two water bottles with pink beverage, surrounded by ice and cherries, held by a person at the beach with sand, water, and blue sky in the background.
  • Woman lying on a blanket on the sandy ground, wearing sunglasses, a black beanie, an orange jacket, and black gloves, holding a pink water bottle, shielding her eyes from the sun with her hand, in front of green trees under a blue sky.
  • A woman in outdoor gear including a black beanie, large sunglasses, and black gloves, drinking from a large red water bottle outdoors.
  • Two young adults in outdoor winter clothing laughing and holding large glass jars filled with a purple drink, standing outdoors under a bright blue sky.
  • Person holding three glasses filled with a pink beverage against a clear blue sky.
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