✴︎ research
ORIGINAL BRAT
BEYOND MEAT
CONCEPT
2024
Campaign concept for Beyond Meat that turns the accidental overlap between Charli XCX’s Brat and Beyond Meat’s Original Brat into a pop-cultural product drop.
When Charli XCX’s album Brat came out, its aggressively lime-green identity spilled off the cover and infected fashion, nightlife, advertising, and the internet at large. Meanwhile, Beyond Meat was quietly selling a product called Original Brat. So the opportunity was obvious: Brat meets Brat.
For this campaign concept, I redesigned the Original Brat packaging using the album's visual language. The redesigned packaging becomes the centerpiece of a quick culture-hijack campaign across billboards, digital screens and subway posters. The copy plays with lines inspired by the album, making each ad feel like they belong in the same chaotic pop universe.
Brat meets brat. Very obvious. Very green. Very effective.
When Charli XCX’s album Brat came out, its aggressively lime-green identity spilled off the cover and infected fashion, nightlife, advertising, and the internet at large. Meanwhile, Beyond Meat was quietly selling a product called Original Brat. So the opportunity was obvious: Brat meets Brat.
For this campaign concept, I redesigned the Original Brat packaging using the album's visual language. The redesigned packaging becomes the centerpiece of a quick culture-hijack campaign across billboards, digital screens and subway posters. The copy plays with lines inspired by the album, making each ad feel like they belong in the same chaotic pop universe.
Brat meets brat. Very obvious. Very green. Very effective.
Concept & Art Direction
Graphic Design
Copy Writing
Graphic Design
Copy Writing
