The goal was to transform Goodrays into an adult, educational, and editorial premium drink brand. I led the comprehensive rebrand for this multi-million pound heavyweight in the UK wellness drinks market, collaborating with world-renowned design agency OTHERWAY on logo development and copywriting elements. Working closely with the Marketing Director and a top photographer to achieve the desired aesthetic, I single-handedly managed all packaging design and established the art direction for the brand's evolution.

This project saw me working closely with photographers and videographers to deliver the art direction, whilst developing complete brand guidelines that would shape Goodrays' visual identity across all touchpoints, ensuring consistency and impact in an increasingly competitive wellness sector. The rebrand successfully repositioned Goodrays within the market whilst maintaining its core values and appeal to its dedicated consumer base.