Art direction, branding strategy and concept development of the universe of Puori

Puori is a Danish brand specializing in premium food supplements made from natural, pure ingredients and rigorously tested by third parties to ensure the highest quality and transparency.

As In-house Art Director and Brand Lead at Puori, I have led the transformation of the brand’s visual identity, evolving it into a bold, premium and internationally distinctive health brand. Over almost five years, I have directed the rollout of this creative direction across the full brand ecosystem — from digital platforms, advertising, Amazon and CRM to POS/events/retail, video, print and social.

I lead the creative direction, design and production of Puori’s packaging and product labelling, ensuring a cohesive and elevated brand experience across the portfolio. I also oversee the creative direction of in-house photography and video productions, from concept, planning and styling through to final delivery, working closely with our photographer and videographer to create visual content that reflects Puori’s values of quality, transparency and purpose.

SoMe Content Production

Packaging & Unboxing Experience

Newsletter & Website

Puori Website Evolution

An ongoing evolution of the Puori website, refining the visual identity, user experience, graphics, and interfaces to create a more cohesive, intuitive, and elevated digital experience.

Puori x Joe and The Juice

In 2024, Puori partnered with Joe & The Juice to bring the CP1 and CP2 collagen powders to life, becoming a key ingredient in their five new protein shakes launching this year. Through a dynamic Instagram campaign and on-going events in the US, UK and Denmark, we highlighted the collaboration, tapping into the vibrant energy of Joe & The Juice's community. We featured behind-the-scenes content with team members, loyal customers, brand ambassadors, and Puori’s CEO. This authentic approach gave followers a glimpse of the real people behind both brands, making the partnership feel personal and relatable.