Switchel

Design / Art Direction / Branding

Switchel
REBRAND

Switchel is made of a blend of organic apple cider vinegar, organic ginger juice, local honey, and pure Minnesota water. It is a prebiotic drink made by Jeff Cerise. This project captures the brand’s Minneapolis start, shaped by DIY hustle and an unapologetically raw energy. We leaned into the dichotomy of the late night grit of the Twin Cities music scene with the vibrant, revitalizing power of prebiotic ingredients. From the "sticky-floor" resilience of a post-gig recovery to the bright clarity of a Minnesota morning, this work celebrates a brand born in a bathtub and built for the bold. We’ve bridged the gap between Jeff’s rock-and-roll roots and the fresh-pressed future of functional wellness.

Designer: Henry Hughes
AD: Henry Hughes, Annie Seng, Brett Essman
CW: Charlie Tournat, Aylâ
ECD: Dustin Black

The Show

Bronze - Integrated Media Public Service Campaign