Brand Direction & Visual Identity

Rowdy Mermaid is a functional beverage brand at the intersection of wellness, flavor, and lifestyle.

As the brand grew across retail and digital, it needed a more cohesive and consistent visual system to support that expansion.

As Creative Director, I led the evolution of the brand’s visual identity and creative direction, aligning storytelling and design with the needs of a growing business.

I defined and implemented the visual direction across all channels, spanning design, photography, motion, and content. I also led external partners and developed key assets, including sales materials and product visuals to support retail growth.