Daytrip
Illustration
The Client
Daytrip is a fun and uplifting CBD lifestyle brand. Like many other prominent CBD drink brands (including Vybes and Mary Joe Coffee), they’re Californian through and through: birthed in the sunshine state, with a surfer, summertime aesthetic that’s bright and bold.
The Opportunity
Daytrip approached us with a unique opportunity to help them develop an out-of-home wheat paste campaign in their most popular cities (Los Angeles, San Diego, San Francisco, Portland, New York City) to amplify awareness while consumers are out and about this summer.. With a clear understanding of their brand pillars and clear brand guidelines, the execution of the poster series made this project meaningful and impactful.
The Execution
Focusing first on the look and feel I started by reflecting on the organization’s audience, how they speak to them, what they’re trying to achieve, and how that might be communicated through a series of illustration concepts. After a few collaborative discussion, I settled on what would resonate best for the client’s brand and market.
I took an imaginative approach with this campaign, thinking deeply about how we might translate their tagline “Escape the Ordinary” into a series illustrations that would speak directly to their market and work across a variety of demographics and locations across the United States. To communicate that concept, I wanted the illustrations to feel refreshed while echoing their company values.
For the color palette, I paired a combination bright modern colors with pushed-back throw back tones to create a captivating experience that would feel both fresh and on-brand. The juxtapositions also lend an air of comfort and refreshment, making the visual language feel safe and centered.
To help the team communicate their brand to a wide range of locations, I articulated a variety of immersive compositions that would resonate to Daytrip’s main demographic (67% female age 25 – 35) Nutritionists, Keto-lovers, low-calorie cocktail alternatives etc. Catering to Natural Food retailers like Whole Foods, Sprouts, Erewhons in Silver Lake and Venice, Williamsburg Brooklyn, Chelsea NYC.
The Results.
I’m happy to say the campaign has helped the Daytrip re-introduce themselves to the world on a grassroots level with renewed energy and creativity. While it’s tough to measure results, thus far it has increased awareness about their message, products, and—most importantly—their brand. I look forward to supporting their important mission for many years to come.