Refreshing Adventure

Kayak is a moist snuff smokeless tobacco. They came to us struggling with consumer perception: People saw their brand as cheap and low-quality. They wanted to reach a broader audience, and research showed that their target skewed heavily towards those with adventurous lifestyles, particularly enjoying water sports like fishing & kayaking.

CHALLENGE:

Refresh a brand to appeal to it’s consumer’s core values and interests, while highlighting the quality and cost value of the product.

MY ROLE:

Concept development, art direction, design and production.

SOLUTION:

Developed a new visual system spanning POS, print, and digital assets.

Creating this digital booklet required a deep understanding of the ins-and-outs of the creative platform my team developed for this brand from the ground up. I designed all graphics and imagery to align with the their rugged outdoor and water sports focus, including the custom textured font, splatter textured edges, and water droplet background. I worked with the account team, copywriters & strategy to determine content, flow, and organization.

Brand
Guidelines

Photo & Video Shoots

Wheeling, WV (24fps Productions)

Stamford, CT (Eddie Berman Photography)

I’ve attended several shoots for Kayak, including a factory tour, outdoor lifestyle shots, and product-focused shoots to collect hero stills and video of product. I provided art direction & shot approval to photographers & videographers, and ensured that everything aligned with the brand’s core values and positioning. From determining the placement of water droplets on the cans, to making sure the tobacco looked moist yet fluffy enough to be appealing, to finding just the right rocks in the stream, my input was crucial to the outcomes of these shoots.

Website

This was a website overhaul and redesign. I designed and built the creative for each module to align with all other in-market creative, sourced all fonts, and worked with developers to ensure site functionality.

Homepage

About Us Page

Promotions Page

Email Newsletter

Each month my team sent out an email newsletter to Kayak’s subscribers. Here are a selection of those emails I designed, including my hand-drawn illustrations within the “Angler’s Almanac” section.

Digital Media

My digital experience for Kayak includes all types of paid media including HTML5 banners, CTV, DOOH, full impact sliders and rich media, as well as social and email campaigns and blog and website creative. Below are some examples.

VIDEO:

I art directed the creation of this video with a production company, by providing a storyboard, PSD assets, stock imagery and video clips, giving input on voiceover talent and music choice, and providing feedback on WIP cuts. It was used for several applications including CTV, DOOH, rich media web & broadcast.

WEB BANNERS:

Digital Out Of Home (15-second Animation designed with Google Web Designer)

Print Media

Direct Mail

Since advertising within the tobacco industry is so highly regulated, all media produced must be targeted directly to consumers who have opted-in to receive it. This means it is more important than ever to know the consumer and their interests and be able to appeal to them.

Magazine