A speculative campaign exploring what happens when a food brand approaches beauty the same way modern wellness brands approach emotional experience and self-expression.
"This is fresh as e.l.f.! We are always so unbelievably inspired by the creative minds of our community, Shannon! Thank you for sharing your incredibly innovative idea with us! We 💚 you!"
Food brands are evolving beyond meals into lifestyle, identity, and wellness culture. Fresh Boundaries asks what happens if a food brand — HelloFresh — approached beauty the same way modern wellness brands approach emotional experience, self-expression, and daily rituals.
As someone studying public health nutrition, I've been fascinated by how consumers connect emotionally with ideas like freshness, comfort, self-care, and wellness. This concept explored how those ideas could translate into beauty inspired by food ingredients — refrigerated skincare merchandising, experiential retail installations, an interactive "Build Your Gloss" bar, collectible packaging, subway takeovers, and lifestyle-focused wellness storytelling.
The project became less about makeup itself and more about how brands build emotional ecosystems around everyday habits — the overlap between food culture, wellness marketing, consumer psychology, and experiential branding.
Creative concept, campaign direction, and visual worldbuilding by Shannon — visuals generated with the assistance of AI.
Cucumber Garlic Lip Gloss, Matcha Mint Cooling Primer, Celery Lime Grip Setting Spray, Avocado Recovery Overnight Mask, Green Juice Glow Serum, Jalapeño Plumping Lip Oil, and Basil Water Face Mist.
A refrigerated skincare merchandising concept — "Keep Cool. Keep Fresh." — plus a Build Your Gloss bar and a "Scan Your Vibe" interactive kiosk.
OOH placements built around the campaign's cheeky boundary-setting voice — "Selective Kisses Only," "Cootie Protection," "Not For Everyone's Lips."
"Fresh breath. Firm boundaries." — the campaign's tone in a single frame: playful, self-assured, unmistakably food-inspired.
The glossy, shimmer-flecked formula direction — visually tying back to fresh produce without ever feeling literal.