Glucose-conscious tea startup, CARELA – approached me for a CMO & Art Director role with the challenging task of turning the “ugly fruit” bitter melon into a visually palatable element to ease introduction into the American market.
 

As part of my role — I led the bottling re-design efforts with agency partner Flood Creative, in addition to directing a team of illustrators and 3D artists to create the first iteration of Carela’s digital entry to the market.
 

Additional roles included conceptualizing and designing the mascots, brand messaging, setting up a digital pipeline, recruiting talent, leading animation, managing print, social campaigns, and producing the 3D commercial in its entirety with a small team we recruited over the course of the first year.
 

The company later sold its formula, and merged with a foreign company.