PRODUCT LAUNCHES
Creating own-label brands for Gorillas
We knew we weren’t curing cancer, but we could give you cheese with a vibe.
I led creative development of six in-house brands at Gorillas. Four survived to profitability. The mission was simple: Fill people’s kitchens with products people want to leave on the counter.
€2m sales / 4 brands / 6 countries
We’d built the biggest own-brand product range in the industry. Demand outstripped supply. A win/lose situation.
HOT DAMN!
Feel-good breakfast bits with character.
A coffee and oat drink brand, legally registered with an exclamation mark, built around the moment you realise it’s the good stuff.
Personified, detailed packaging changed to include poetry that doubled up as a maze.
Merch sold out swifter than a Taylor Swift concert. Maker and YouTuber Simone Giertz still wears it.
To this day, Taylor Swift does not.
€20k launch budget.
<START-UP BEER>
The first beer designed for app thumbnails.
It was loud enough to read in a 30-pixel product picture, and still stand out in a crowded after work drinks hour.
The self-referential, corporate spiel was a poke in the eye to formality and business culture. Other start-ups aren’t like the other girls; they’re different and they lapped it up.
Then people tasted it. It sold. Out.
GORILLAS Daily
Everyday products with a red-top tabloid headline and absurd story on each. Daily products, daily news. Good gouda.