Role:
Senior Creative & Art Director - creative concept development and campaign asset execution

The Brief:
Launch Superdrug Mobile with a brand that could hold its own in a saturated market. It needed to be dynamic and bold enough to cut through, and young enough to feel genuinely native to Superdrug's audience.

The Result:
A graphic identity built around Super Sim, a hero character that gave the brand personality and presence. A clean, bold colour palette ensured visibility across busy retail environments, with the system rolling out cohesively across POS, CRM, packaging and social. The launch established a distinctive brand voice and an in-store presence that connected with Superdrug's audience.