Recess
Project Type: Integrated Campaign
For this project, I developed an integrated brand campaign for Recess, a functional beverage infused with adaptogens, hemp extract, and nootropics. Rooted in the brand's wellness-driven identity, I created "Recess: Your Reset Button", positioning the drink as a simple, accessible stress-relief tool for busy professionals.
The campaign spanned Instagram, Facebook, billboards, and outdoor banners, strengthening my skills in integrated campaign development, copywriting, and translating strategy into cohesive real-world creative.
Problem:
Stressed professionals aged 35–50 are overwhelmed by daily life and struggle with work-life balance, but don't identify with the typical wellness space and feel excluded from it.
Insight:
This demographic wants a simple, practical, no-fuss solution to manage stress, not a complex lifestyle overhaul. They need a "reset button" that fits into their already busy lives.
Position Recess as the everyday reset button for career-driven adults marketing the drink's adaptogen and hemp benefits as accessible, no-wellness-jargon stress relief for the hardworking professional.
Solution:
