Maui On-the-Go

Maui On-the-Go is a portable frozen drink machine and blender ideal for resort-quality shaved ice drinks and smoothies. I helped develop a branding solution that resonates with Millennial consumers and has an elevated feel.

Process & Solutions

I worked with a team of copywriters, designers, creative directors, photographers and marketing professionals to develop and execute multiple branding solutions. We approached the project from an omni-channel perspective to ensure it shows up consistently and impactfully across touchpoints, keeping the designs vibrant, inviting, and fresh—reflecting both the spirit of Margaritaville and the joy of shared experiences.

Results

We successfully launched Maui with 360 degree brand stories, establishing a cohesive and memorable identity just in time for holiday shopping. This helped to reinvigorate the Margaritaville brand and maintain Newell’s leadership position in the category, while simultaneously establishing a relationship with new, younger consumers.

Kudos to the team!

My roles: Design (packaging); Design & Art Direction (Photos, Video); Lead Design (Digital)