Credit: Eva Guerra (Hidden), workshop cards
Innovation sprint (US)Validating six snacking brands without making any product.
In collaboration with Hidden Strategy.
The challenge
A global food and beverage company needed to identify real opportunities in the US snacking space before investing in production. Traditional concept testing wasn't enough — they needed to see how consumers would respond to fully-formed brands, not just product descriptions.
My role
Creative direction across all six brands. From the strategic clusters defined by the Hidden Strategy team, I led the development of six complete brand systems — each with its own naming, visual identity, tone of voice, packaging, video advertising and social presence.
Every brand was designed to feel real. Even though no physical product existed yet.
What was built
6 brand identities, fully developed
Naming, narrative and tone of voice for each
Packaging design across formats
Video ads and social-first content
Digital ad campaigns launched to real audiences
The outcome
The six brands were launched as live digital ads to measure real consumer interest. The client was able to evaluate six complete concepts at scale — without producing a single physical product.
The exercise reframed how the company thinks about innovation: from "what should we make?" to "what deserves to exist?".
The principle
When everything can be simulated, direction is deciding what deserves to exiST.