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Client

Tetra Pak

Year

2025

Category

Graphic Design, Branding, Art Direction

Team

Creative Direction: Krystal Liau, Roxann Gan, Eunice Yeo
Graphic Design: Roxann Gan, Farida, Maggie, Melina

Designing a Gen Z Hydration Campaign

#SpritzerOnStandby (#SOS) Campaign Pitch

Client

Spritzer

Year

2024

Category

Graphic Design, Creative Strategy, Art Direction, Pitch

Team

Creative Direction: Krystal Liau, Roxann Gan

Graphic Design: Roxann Gan

We were invited to pitch a creative campaign for Spritzer, aimed at increasing brand presence and driving sales for the Natural Mineral water line among Gen Z audiences in Singapore.

Please note that this is a scrapped project. The project was cancelled due to changes on the client’s end, I’ve included it here as it reflects my approach to creative direction.

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Spritzer is a Malaysian natural mineral water brand that sources its water from a protected underground rainforest aquifer. Naturally rich in minerals such as silica, the water supports collagen production, which plays an important role in maintaining overall health and vitality.

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In a saturated market filled with predictable nature-driven, clean and blue visuals, standing out required bold storytelling, strong local relevance and content designed to drive real engagement.

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Playing on the universal distress call “SOS”, we reimagined it as Spritzer On Standby, framing Spritzer as the hydration hero for life’s daily save-me moments.
By further translating this idea into a hashtag, we tapped into Gen Z’s digital language, positioning hydration as a shareable and culturally relevant experience.
The visuals were inspired by Gen Z culture, keeping the tone relatable while still highlighting Spritzer’s benefits in a simple and accessible way.
Big, bold typography.
Spritzer green, turquoise and white.
Designed for instant impact.
Big, bold typography.
Spritzer green, turquoise and white.
Designed for instant impact.
The “O” in ON was designed as a writable sticker, bringing a handwritten #SOS to life with a personal and organic touch.
Comic-inspired graphics

Rooted in Gen Z’s meme-driven visual culture, the high-contrast style leans into humour and self-expression. Splash illustrations bring Spritzer’s benefits and everyday consumption moments to life.

As Gen Z live and communicate largely through social platforms, the campaign focused on social-first activations to drive relevance and shareability.

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The #SpritzerOnStandby challenge invites consumers to share their hydration “SOS” moments for a chance to win prizes.
Wellness kits were also to be sent to beauty and fitness KOLs to create authentic unboxing content and lifestyle integration.
Wellness kits were also to be sent to beauty and fitness KOLs to create authentic unboxing content and lifestyle integration.