92P, Rescued Spirit Co — 2025
Rescued Spirit
Art direction, storytelling and motion
Bringing a sustainable gin brand to life through art direction, storytelling and motion.
Business Challenge
Rescued Spirit is a gin made from citrus byproducts that would otherwise be discarded by the juice industry. As an emerging spirits brand preparing for launch, it needed to introduce an unfamiliar production story while establishing itself as a desirable product in a competitive gin category.
The challenge was to communicate the brand's central proposition through social content that could capture attention quickly, make the transformation from food waste to premium spirit easy to understand, and establish a recognisable presence from launch.
Strategic Insight
Rescued Spirit's strongest story was already embedded in the product itself: something typically considered waste could become something worth celebrating. This transformation offered a natural storytelling opportunity, connecting sustainability with the familiar pleasure of preparing and enjoying a gin.
Rather than relying on lengthy explanations about production processes, the opportunity was to translate the brand's existing concept into short, visually engaging sequences. Citrus, transformation and the final serve could become recurring elements that communicated the product story while keeping the experience accessible and appealing to consumers.
Creative System
We developed a series of animations and social assets designed to introduce Rescued Spirit and carry its brand story through launch. Each execution was built around the transformation of discarded citrus into a finished gin, using visual storytelling to connect the product's sustainable origins with its role as a premium spirit.
My role focused on the art direction and creative development of the animated content, from initial concepts and storyboards through to visual design and production. Each animation began with a defined narrative sequence, establishing how the citrus, product and serving moments would be introduced, connected and brought to life through motion.
Working alongside a motion designer and editor, I developed the visual compositions and prepared layered Photoshop assets for animation. Particular attention was given to maintaining consistency across fruit imagery, liquid treatments, product presentation and typography, allowing the individual posts to feel part of a cohesive brand expression.
Motion became an important part of communicating the concept. Transitions, composition changes and the relationship between visual elements helped express the transformation at the centre of the brand story. The animations were designed to communicate quickly within a social feed while retaining enough character and detail to establish a distinctive product identity.
The result was a coordinated set of launch assets that translated Rescued Spirit's core brand proposition into brand assets, a consistent social storytelling approach, establishing a foundation for how the brand could communicate through digital assets and animated content.
Art Direction & Motion Production
The transition from static brand assets to animation required a considered approach to visual storytelling. Each execution needed to preserve Rescued Spirit's established identity while introducing movement, pacing and playful interactions that could bring the product's character to life. The creative direction centred on making familiar brand elements feel expressive without losing the simplicity of the original design language.
I approached the six animations as individual stories within a connected series, developing concepts and storyboards that defined the composition, sequence and movement of each piece. Working closely with the motion designer, I translated these directions into layered visual assets, refining the relationship between illustration, product imagery, typography and transitions throughout production.
This collaborative process extended into editing and sound, where timing and audio helped shape the personality of each animation. The result was a consistent collection of social assets that gave Rescued Spirit a playful, recognisable presence during its launch, while demonstrating how thoughtful art direction can extend a brand's visual identity into motion.
Commercial Value
- Introduce a new gin brand through a coordinated series of social launch assets.
- Communicate the transformation of discarded citrus into a premium spirit through accessible visual storytelling.
- Connect the brand's sustainability proposition with product desirability and consumption occasions.
- Establish visual consistency across six animated executions.
- Translate the brand's existing identity into a motion-led social content format.
- Create individually engaging assets that could also function as a connected campaign series.
- Support an efficient animation workflow through structured storyboards, layered production assets and close collaboration with motion specialists.
Why This Matters
Rescued Spirit demonstrates how art direction can translate an existing brand proposition into engaging, platform-specific storytelling. By combining conceptual development, structured storyboarding, visual design and collaborative motion production, the project brought a young spirits brand's sustainability story into a format suited to social media.
The work reflects my approach to extending brand identities beyond static applications, using motion, composition and visual consistency to create content that communicates a commercial idea while establishing a recognisable brand presence.
- Year
- 2025
- Scope
- Art direction, storytelling and motion
- Client
- Rescued Spirit
- Role
Art Direction
Storyboarding
Visual Design
Animation Production
Bringing a sustainable gin brand to life through art direction, storytelling and motion.
Business Challenge
Rescued Spirit is a gin made from citrus byproducts that would otherwise be discarded by the juice industry. As an emerging spirits brand preparing for launch, it needed to introduce an unfamiliar production story while establishing itself as a desirable product in a competitive gin category.
The challenge was to communicate the brand's central proposition through social content that could capture attention quickly, make the transformation from food waste to premium spirit easy to understand, and establish a recognisable presence from launch.
Strategic Insight
Rescued Spirit's strongest story was already embedded in the product itself: something typically considered waste could become something worth celebrating. This transformation offered a natural storytelling opportunity, connecting sustainability with the familiar pleasure of preparing and enjoying a gin.
Rather than relying on lengthy explanations about production processes, the opportunity was to translate the brand's existing concept into short, visually engaging sequences. Citrus, transformation and the final serve could become recurring elements that communicated the product story while keeping the experience accessible and appealing to consumers.
Creative System
We developed a series of animations and social assets designed to introduce Rescued Spirit and carry its brand story through launch. Each execution was built around the transformation of discarded citrus into a finished gin, using visual storytelling to connect the product's sustainable origins with its role as a premium spirit.
My role focused on the art direction and creative development of the animated content, from initial concepts and storyboards through to visual design and production. Each animation began with a defined narrative sequence, establishing how the citrus, product and serving moments would be introduced, connected and brought to life through motion.
Working alongside a motion designer and editor, I developed the visual compositions and prepared layered Photoshop assets for animation. Particular attention was given to maintaining consistency across fruit imagery, liquid treatments, product presentation and typography, allowing the individual posts to feel part of a cohesive brand expression.
Motion became an important part of communicating the concept. Transitions, composition changes and the relationship between visual elements helped express the transformation at the centre of the brand story. The animations were designed to communicate quickly within a social feed while retaining enough character and detail to establish a distinctive product identity.
The result was a coordinated set of launch assets that translated Rescued Spirit's core brand proposition into brand assets, a consistent social storytelling approach, establishing a foundation for how the brand could communicate through digital assets and animated content.
Art Direction & Motion Production
The transition from static brand assets to animation required a considered approach to visual storytelling. Each execution needed to preserve Rescued Spirit's established identity while introducing movement, pacing and playful interactions that could bring the product's character to life. The creative direction centred on making familiar brand elements feel expressive without losing the simplicity of the original design language.
I approached the six animations as individual stories within a connected series, developing concepts and storyboards that defined the composition, sequence and movement of each piece. Working closely with the motion designer, I translated these directions into layered visual assets, refining the relationship between illustration, product imagery, typography and transitions throughout production.
This collaborative process extended into editing and sound, where timing and audio helped shape the personality of each animation. The result was a consistent collection of social assets that gave Rescued Spirit a playful, recognisable presence during its launch, while demonstrating how thoughtful art direction can extend a brand's visual identity into motion.
Commercial Value
- Introduce a new gin brand through a coordinated series of social launch assets.
- Communicate the transformation of discarded citrus into a premium spirit through accessible visual storytelling.
- Connect the brand's sustainability proposition with product desirability and consumption occasions.
- Establish visual consistency across six animated executions.
- Translate the brand's existing identity into a motion-led social content format.
- Create individually engaging assets that could also function as a connected campaign series.
- Support an efficient animation workflow through structured storyboards, layered production assets and close collaboration with motion specialists.
Why This Matters
Rescued Spirit demonstrates how art direction can translate an existing brand proposition into engaging, platform-specific storytelling. By combining conceptual development, structured storyboarding, visual design and collaborative motion production, the project brought a young spirits brand's sustainability story into a format suited to social media.
The work reflects my approach to extending brand identities beyond static applications, using motion, composition and visual consistency to create content that communicates a commercial idea while establishing a recognisable brand presence.
