A.Vogel is a natural health company developing herbal remedies, supplements, and food products made from fresh herbs and plant extracts. Their Herbamare® Herbed Sea Salt needed to stand out in a crowded seasoning category and drive awareness among health-conscious consumers.
Consumers don't just want salt—they want flavour without compromise. Positioning Herbamare as the natural alternative that delivers both taste and intentionality became the strategic focus.
For a 30-second national spot, I established the visual language through set design, colour tone, and style that celebrated the product's herbal authenticity. The campaign's tagline—"Do yourself a favour. Replace your salt with flavour!"—crystallized this positioning and proved instantly repeatable across all media.
Launched nationally, the spot focused the communication strategy on raising awareness and demonstrating product usage. The result was clear differentiation in the seasoning market and strengthened A.Vogel's position as a brand delivering both health and taste.
Deliverables: 30-second broadcast spot, creative direction, set design
Role: Art Direction, Set Design and Direction, Copywriting
Role: Art Direction, Set Design and Direction, Copywriting
