Creative Director
MOCKTAILS UNIQUELY CRAFTED
When I was working at my first design job post-college, one of the ad designs I created was for a new business attending their first trade show called originally Mocktails Brand Non-Alcoholic Cocktails. I went back and forth with their CEO, who asked lots of questions, but I was happy to explain and walk him through the process.
When we finalized the design, he told me how much he appreciated my time, patience, and that he was happy with the approved ad. He then asked if I did freelance on the side. I said I don’t know, but happy to give it a try. Younger me had no clue that by saying yes that 7 years later I would be asked by that same CEO to join full-time as their Creative Director.
The Early Years
Mocktails kept me pretty busy in my off hours. I worked on banners, brochures, business cards, sell sheets, etc. Anything they needed, I created. When they looked at a rebrand, they asked me if I could be their creative consultant while they worked with a design agency, since I was still pretty green. I was excited to do so and went as the go-between for them and the agency. After some back and forth, we kept some of the previous elements and gave them a more up-to-date look and feel that we still use today.
Eventually, we would also change the Brand Non-Alcoholic Cocktail to Brand Alcohol-Free Cocktail and then to the short and sweet version, Mocktails Uniquely Crafted. Also ended up ditching the shakers to focus on the 4-pack bottles. They sold better due to the individual serving size vs a shaker with 4 servings and the convenience. I loved learning about the consumer mindset and that would be something I would keep in mind as I continued to grow my own skills.
The Growth Years
As I traded print design for web design, Mocktails remained a consistent side project every couple of months. We focused heavily on bottles and 4-pack packaging, refining mockups, reviewing printer proofs while triple-checking every detail. As I picked up new skills in website design, I offered to revamp their outdated WordPress site. With the help of a developer friend, we built Mocktails a fully custom site, collaborating after hours and using InVision (R.I.P) to mock up designs for feedback.
During this same period, Mocktails began a major shift in manufacturing, moving production to the UK to source higher-quality ingredients based on customer feedback. This meant I was tasked with designing additional product labels and packaging for the UK and, eventually, Canadian markets. I watched the brand evolve with new recipes, new regulations, and new markets, which kept my design responsibilities fresh and challenging.
As production ramped up, we also turned our attention to building Amazon listings. I had no experience with the platform at the time, but with the help of tutorials, trial and error, and lots of late-night Google searches, I helped get the listings optimized and on-brand. As the momentum was building to bring me on full-time, the pandemic arrived, and everything was put on hold.
The Creative Years
When there was a lot of uncertainty with production due to the pandemic, I watched Mocktails thrive as they switched their focus and strategies. As things began to stabilize in the industry, I was brought on full-time as their Creative Director. We entered a new evolution, moving away from bottles to cans (including introducing a new flavor), and finding our niche in the hospitality industry with ready-to-serve solutions for bars, restaurants, and hotels across the US and UK. From custom drink collabs like at Matchbox to grab-and-go offerings, I kept busy with both our sales and marketing teams to help show businesses how our products could be a flexible, easy-to-use solution, especially during times when staffing is limited.
I managed the creatives for both the UK and US markets, managing everything from Shopify and Amazon visuals to photography, video, trade show booths, etc. Whether I was working in my mini in-home studio, remotely coordinating photos and videos from overseas shoots, or directing a lifestyle shoot in Los Angeles, I helped to ensure the brand visuals stayed polished and consistent.
The marketing team and I collaborate closely on pretty much all projects. We worked on developing reusable content templates that they could easily update and send back for review, like menu designs or flyers. I also assisted in managing the email campaigns built in Klaviyo that connect to our Shopify store where I also create reusable layouts for seasonal promotions. This phase was all about scaling our brand across platforms, teams, and time zones (yay for early morning meetings), while ensuring we follow our branding guidelines.
Video and Animation
I created a wide range of video and animation content for Mocktails, from directing and editing our lifestyle brand video to developing short-form serve tutorials and social media animations. Whether it was a campaign for our Shopify store, highlighting a feature, or a collaboration with partners, I used motion and storytelling to bring the brand to life.