frank green, Neons NPD & Campaign

This product launch and accompanying campaign was designed to propel frank green into the realm of luxury and cultural relevance. The challenge was to elevate the humble reusable cup and bottle, transforming perceptions and moving beyond the conventional, eco-friendly image.

Our strategy centered on introducing a fresh palette of colours to engage a fashion-forward, luxury audience. Drawing inspiration from the cultural zeitgeist, we referenced high-fashion campaigns from brands such as Off-White, Prada, and Dolce & Gabbana, who were incorporating vibrant neon accents into their collections. Simultaneously, neon graphic liners and beauty treatments were trending. All of this was culminating in neon having a cultural moment, and we sought to reimagine frank green by harnessing this trend.

The campaign’s direction was carefully crafted to make a bold statement with a more refined aesthetic, designed to resonate with a new generation of consumers. Set in an ornate environment, the ultra-modern neon collection stood in stark contrast, with models styled in luxury wardrobes to complement the overall vibe. The collection quickly sold out and has since become a staple in frank green's colour rotation.

My role:
- Concepting
- Art Direction