PEPSICO - STARRY
PepsiCo — Starry Lemon Lime Soda
I helped launch PepsiCo’s new lemon-lime brand, Starry, through a fully integrated campaign that introduced its bold personality and cheeky rivalry between mascots Lem and Lime. From hand-drawn character poses and animated pranks to billboards, train wraps, and social content, I led the illustration and visual storytelling that brought the brand’s playful tone to life across every touchpoint
Developing the Duo
I hand-sketched and designed dozens of expressive poses for both Lem and Lime, capturing their contrasting personalities through gesture, motion, and attitude. Each pose was drawn by hand to highlight the characters’ playful energy and versatility across digital, social, and packaging touchpoints.
Out-of-Home Applications
I extended the Starry visual system across large-scale formats including train banners, billboards, and lightboxes—bringing Lem and Lime’s bold personalities to life in high-visibility spaces. Each piece was designed to maintain the brand’s playful energy while delivering clean, eye-catching compositions that stood out in any environment.
Character Dynamics in Motion
I art directed and illustrated a series of animated vignettes showcasing the playful rivalry between Lem and Lime. Each scene was hand-drawn and designed to highlight their distinct personalities—Lem’s chill confidence versus Lime’s mischievous energy—brought to life through expressive motion and character-driven storytelling.
LIME Takes the Bait
Lem’s Grand Launch
Lem’s Underwater Revenge
Straw Wars
In-Store Impact
I designed a series of eye-catching grocery store cooler clings to bring Starry’s bold personality to life in the retail environment. The visuals extend the brand’s playful energy into the aisle—turning every grab-and-go moment into a burst of flavor and fun.
Key Visual Concepts
I developed multiple key visual directions to define Starry’s campaign identity and visual world. Each concept explored different ways to showcase the playful rivalry between Lem and Lime while maintaining a cohesive, energetic brand presence across digital, social, and in-store channels.
Billboards & Brand Presence
I designed a series of indoor and outdoor billboards that brought Starry’s bold visuals and cheeky character rivalry to life on a large scale. The layouts balanced impactful typography, expressive illustration, and vibrant color to grab attention, from city streets to retail environments.
