CREATIVE DIRECTION & STRATEGY | OMNICHANNEL STRATEGY | DESIGN
Building a connected marketing system that turns business priorities into consumer-led stories across every brand touchpoint.
HERB PHARM
CREATIVE DIRECTOR | DESIGNER
April Black
COPYWRITER
Jenny Gundeid
FRONT END WEB DEVELOPER
Bree Brzezinski
I shaped the omnichannel launch strategy and developed the creative system for the launch of Herb Pharm’s new flavored Kava extracts, building on the brand’s position as the #1 Kava liquid herbal extract based on SPINS data. My approach introduced the flavors as a fresh way to discover an established product line. The campaign platform, “Same Kava, New Flavors,” connected the familiarity of a trusted product with the appeal of something new.
I translated that platform into a cohesive customer journey across teaser content, organic social, creator content, email, paid media, DTC, Amazon, TikTok Shop and retail. Each channel served a clear purpose: build awareness, introduce the flavors, deepen product understanding or drive purchase. A flexible creative system kept the campaign recognizable while adapting the messaging and visuals to each audience, format and shopping environment.
With reduced photography and video production resources, I expanded our creative capabilities through AI-assisted lifestyle imagery that complemented existing photography. I also created original video and product-focused assets and incorporated creator content to bring the campaign to life. This approach extended our reach across touchpoints, maintained a cohesive visual identity and established a more scalable foundation for ongoing content production.
01 THE OPPORTUNITY
Building on Category Leadership
Herb Pharm was already the #1 Kava liquid herbal extract based on SPINS data, giving the brand a strong foundation of awareness, trust and category authority.
The launch of three flavored Kava extracts: Orange, Ginger Lime and Cinnamon — created an opportunity to build on that position while giving new consumers a more approachable entry point into the format.
Rather than reinventing an established product, the campaign focused on what was new: the experience.
02 STRATEGIC APPROACH
#1 KAVA
Category leadership and credibility
NEW FLAVORS
Orange, Ginger Lime and Cinnamon
NEW ENTRY POINT
More approachable flavors for a broader audience
OMNICHANNEL
One idea expressed across every touchpoint
03 OMNICHANNEL EXECUTION
Teaser + Launch
CREATE CURIOSITY, DRIVE AWARENESS
Pre-launch creative introduced the new flavor story without revealing everything at once, building curiosity around an established Herb Pharm favorite.
Launch content then brought the full collection together under one clear message: Same Kava, New Flavors.
Organic Social
BUILD A WORLD AROUND FLAVOR, RITUAL + DISCOVERY
Organic social extended the launch beyond product announcements by creating multiple entry points into the Kava story.
Content balanced product education with flavor, lifestyle and ritual, helping make the extract format feel more familiar and approachable while maintaining Herb Pharm’s herbal credibility.
Creator-Led Content
REAL PEOPLE. REAL RITUALS.
Creator content helped translate the product from something consumers see into something they could imagine using themselves.
Real-world demonstrations, routines and flavor reactions brought a more human layer to the campaign while supporting both organic discovery and paid amplification.
Email Marketing
MOVE FROM CURIOSITY TO UNDERSTANDING
Email provided the space to tell a fuller launch story, moving consumers from initial awareness into flavor discovery, product education and conversion.
Rather than relying on a single announcement, the campaign could unfold across a sequence of messages.
04 PAID MEDIA
Meta, Google & TikTok
LEAD WITH WHAT’S NEW
Paid social used flavor as the immediate visual hook while retaining recognizable Herb Pharm Kava cues.
Creative could flex between discovery, education, and conversion depending on audience awareness.
05 COMMERCE EXPERIENCE
Discover, Choose, Purchase
FROM INTEREST TO PURCHASE
Once consumers moved from discovery into shopping, the campaign shifted from storytelling toward clarity, education and decision-making.
The same launch idea was adapted for the expectations of Amazon, DTC, and TikTok Shop.
06 RETAIL
Shelf Discovery
FROM INTEREST TO PURCHASE
Extended the campaign into retail with clear, flavor-forward creative designed to support quick discovery and purchase at shelf.
