Work
Amminah
Fruit Loops line · Repositioning concept
Speculative concept — not affiliated with, endorsed by, or
commissioned by Amminah. Independent portfolio work.
The Challenge
Amminah nailed playful. It never grew up with its customers.
Speculative repositioning concept for Amminah’s Fruit Loops skincare line — rethinking visual identity, tone, and market positioning to reach a younger, culturally fluent audience.
Concept Direction
Kept the nostalgia. Killed the cartoon.
Narrowed palette — coral, periwinkle, warm cream — not the full rainbow. Visual voice: tactile, considered, unhurried.
Tone shifts from generic-playful to warm and knowing. Writing for someone with a skincare ritual, not just a skincare shelf.
Generated Assets
AI-assisted art direction exploring how the repositioned brand would feel in campaign imagery. Each asset was generated with intentional prompting to match the proposed visual language.
Campaign hero — softness as a statement
Fruit Loops line, carousel direction
Lifestyle flat-lay, brand palette exploration
Process Notes
How this came together.
Narrowed palette, not the full rainbow. Prompted for texture and lifestyle shots, refined by hand. AI got it 80% there. The other 20% is the job.
Rationale
Why this direction.
What stayed: the scent names, the warmth, the humor. What changed: illustration became photography, and the copy stopped talking like it was for children.
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