Maui On-the-Go

As people feel increasingly disconnected, the desire for community—especially around food and drink—continues to grow. Even in uncertain economic times, consumers are prioritizing experiences, particularly those that feel unique or elevated. Newell Brands partnered with Margaritaville to create a product designed to deliver just that: Maui On-the-Go, a battery-operated portable frozen drink maker built for fostering connection.

1 The Brief

Develop a branding solution that resonates with Millennial consumers and has an elevated feel.

2 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.

3 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)