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. Puori is designed for those committed to an active, vibrant lifestyle and seeking trustworthy products that support their wellness journey.
As in-house Art Director and Brand Designer at Puori, I’ve led the transformation of the brand’s visual identity, positioning it as bold, premium, and internationally resonant. Over the past three years, I’ve directed the rollout of this new aesthetic across all touchpoints — including digital platforms, advertising, CRM, POS, video, print, and social media.
A cornerstone of this evolution was the creation of the Puori Strivers — a curated cast of ambassadors who embody the brand’s spirit with confidence and charisma, bringing emotional connection and authenticity to our storytelling.
I also lead the design and production of all packaging and product labelling, ensuring a cohesive and elevated brand experience. From planning to styling and art direction, I oversee in-house shoots in close collaboration with our videographer and photographer to deliver visual content that reflects Puori’s values of quality, transparency, and purpose.
SoMe strategy
As apart of my work, I oversee the visual direction of our content aligning our art direction with the Social Manager to create assets that reflect the brand's premium positioning. Our aim is to cultivate a vibrant, inspirational community that appeals to a diverse audience of health-conscious men and women, united by their pursuit of optimal well-being and performance. By leveraging user-generated content, high-end video productions, recipe development, and ambassador endorsements, we maintain a balance of entertainment and seriousness. This approach drives engagement, strengthens the community, and reinforces Puori's commitment to quality and excellence.
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.
