Designer & Art Director
Branding
Tested the concepts using both the original brand identity and a custom “fake brand”. This approach helped evaluate whether brand recognition or the concept itself had the biggest impact on engagement and performance.
CONCEPT
Beauty Water
A collagen-infused sparkling beverage positioned around beauty and skin health benefits, designed as a premium wellness drink.
EXECUTION
ADS + Landing Page
Multiple Meta ads tested with different hooks and audience targeting. Product storytelling page focused on collagen benefits and skin health.
CTR: 3.67%
-
Strong engagement among 18-24 and 65+ audiences
-
Slightly higher interest among women
Key insight
Beauty Water performed best under the Vital Proteins brand, showing strong interest for collagen beverages positioned around beauty benefits.
PROJECT OVERVIEW
A rapid experimentation project testing multiple collagen-based beverage concepts using a data-driven MVP framework.
Messaging
Different value propositions tested across concepts:
-
beauty benefits
-
functional hydration
-
taste + wellness
-
routine integration
Results
209,095 people reached
Average ad CTR: ~4%
Benchmark: 1%
Landing page conversion: 30–43%
Benchmark: 8–12%
Full funnel conversion:
0.24%
ADS
LANDING PAGE
CONCEPT
Wellness Mocktails
A non-alcoholic sparkling beverage inspired by cocktail flavors, combining wellness benefits with a social drinking experience.
EXECUTION
ADS + Landing Page
Lifestyle creatives highlighting flavor and the alcohol-free alternative.
CTR: 4.48%
-
Strongest engagement among 35-44 age group
-
Predominantly female audience
Key insight
Consumers responded strongly to the taste + wellness benefit combination, positioning the concept as a potential alternative to alcoholic beverages.
LANDING PAGE
ADS
CONCEPT
Collagen Cold Brew
A functional cold brew coffee with added collagen, designed to integrate wellness into consumers’ daily coffee routine.
EXECUTION
ADS + Landing Page
Campaigns tested coffee-focused creative and routine-driven messaging focused on convenience and the integration of collagen into a daily ritual.
CTR: 3.20%
-
Stronger engagement among younger adults
-
Male audience showed higher interest
Key insight
The concept resonated with coffee drinkers interested in functional beverages, but showed lower desirability compared to collagen water concepts.
LANDING PAGE
ADS
Fake brand → Concept → Ads → Landing page → Waitlist
Testing new product concepts for a functional beverage brand
This MVP project tested multiple collagen-based beverage concepts using a rapid experimentation framework.
Each concept included ads, landing pages, and product positioning to measure real consumer interest.
AURA WELLNESS
Client: Nestlé | Year: 2025
AURA WELLNESS
Client: Nestlé
Minimum Viable Product | Digital ADS | Landing Page
PROJECT OVERVIEW
A rapid experimentation project testing multiple collagen-based beverage concepts using a data-driven MVP framework.
Messaging
Different value propositions tested across concepts:
-
beauty benefits
-
functional hydration
-
taste + wellness
-
routine integration
RESULTS
209,095 people reached
Average ad CTR: ~4%
Benchmark: 1%
Landing page conversion: 30–43%
Benchmark: 8–12%
Full funnel conversion:
0.24%
ADS
LANDING PAGE
CONCEPT
Wellness Mocktails
A non-alcoholic sparkling beverage inspired by cocktail flavors, combining wellness benefits with a social drinking experience.
EXECUTION
ADS + Landing Page
Lifestyle creatives highlighting flavor and the alcohol-free alternative.
CTR: 4.48%
-
Strongest engagement among 35-44 age group
-
Predominantly female audience
Key insight
Consumers responded strongly to the taste + wellness benefit combination, positioning the concept as a potential alternative to alcoholic beverages.
LANDING PAGE
ADS
CONCEPT
Collagen Cold Brew
A functional cold brew coffee with added collagen, designed to integrate wellness into consumers’ daily coffee routine.
EXECUTION
ADS + Landing Page
Campaigns tested coffee-focused creative and routine-driven messaging focused on convenience and the integration of collagen into a daily ritual.
CTR: 3.20%
-
Stronger engagement among younger adults
-
Male audience showed higher interest
Key insight
The concept resonated with coffee drinkers interested in functional beverages, but showed lower desirability compared to collagen water concepts.
LANDING PAGE
ADS
CONCEPT
Beauty Water
A collagen-infused sparkling beverage positioned around beauty and skin health benefits, designed as a premium wellness drink.
EXECUTION
ADS + Landing Page
Multiple Meta ads tested with different hooks and audience targeting. Product storytelling page focused on collagen benefits and skin health.
CTR: 3.67%
-
Strong engagement among 18-24 and 65+ audiences
-
Slightly higher interest among women
Key insight
Beauty Water performed best under the Vital Proteins brand, showing strong interest for collagen beverages positioned around beauty benefits.
Original
Branding
Tested the concepts using both the original brand identity and a custom “fake brand”. This approach helped evaluate whether brand recognition or the concept itself had the biggest impact on engagement and performance.
Fake brand → Concept → Ads → Landing page → Waitlist
Testing new product concepts for a functional beverage brand
This MVP project tested multiple collagen-based beverage concepts using a rapid experimentation framework.
Each concept included ads, landing pages, and product positioning to measure real consumer interest.
