PACKAGING / CAMPAIGN
UNDERTOW
CLIENT
UNDERTOW / Concept
ROLE
Packaging concept, art direction and campaign
YEAR
2025
01 / OVERVIEW
A bold pull toward brighter days.
UNDERTOW is a fictional sparkling soda brand built around the rush of a first cold sip. The concept pairs a bold packaging identity with a sun-soaked campaign full of citrus, colour and movement.
Lemon yellow cans, electric blue lettering and a simple orange disc make the product readable at a glance. Fresh fruit, sharp condensation and sculptural waves expand that small graphic system into a vivid brand world.
Turn the flavour all the way up.
The stacked wordmark gives the slim can a strong vertical rhythm, while one oversized circle keeps the label direct. Coral backdrops and cobalt surfaces make the yellow packaging stand out across close crops and wide campaign scenes.
The image sequence moves from the product to its sensory details: fizz, ice, citrus and water. All visuals are AI-generated demonstrations for this self-initiated concept, rather than a commercial beverage launch.
