HIGHLIGHTS

AUDIENCE INSIGHT
Blue Raspberry expansion

THE OPPORTUNITY

Making Oral-Care Maintenance Easier, More Approachable, and More Marketable

Most products in this category feel clinical, forgettable, or purely functional. The opportunity with Tasty Clean was to create something more approachable—an oral-device cleaning product that felt easier to understand, more enjoyable to use, and more relevant to everyday life.

The challenge was bigger than packaging a spray bottle. The real opportunity was to create a brand system that could support multiple audiences and channels, including:

• retainer and aligner users
• athletes using mouthguards
• parents buying for kids and teens
• dental and orthodontic offices
• sports and team partnerships
• B2B and private-label opportunities

This meant building a product experience that solved a real need while also feeling distinct in the market.

FOUNDER LEADERSHIP

Creative Leadership With Product and Business Ownership

As co-founder and 50% owner, my role extended beyond design execution. I helped lead the product and brand from multiple angles, connecting creative work to business goals.

My involvement included product thinking, brand development, expansion strategy, marketing, and intellectual property—helping move Tasty Clean from idea to market-ready brand.

What I Led

Product Strategy
Helped shape how the product would be positioned, experienced, and expanded across different audiences and use cases.

Brand Strategy
Developed the identity, messaging direction, and visual system to make the product feel more approachable and consumer-friendly.

Creative Direction
Led the visual expression across packaging, product presentation, website, promotional creative, and branded assets.

Flavor & Product Line Thinking
Helped define a multi-flavor strategy that gave the product more personality, variety, and appeal across different consumer preferences.

Digital & E-Commerce
Contributed to the website experience, product storytelling, and content needed to support online sales and brand presentation.

Growth & Expansion
Explored how the brand could grow into Amazon, social media, sports partnerships, dental channels, private label, and broader consumer markets.

Intellectual Property
Took the product beyond concept and branding by helping secure four patents tied to the product and its long-term value.

BUILDING VALUE THROUGH IP

Taking the Extra Step Beyond Branding

One of the strongest parts of this project is that it did not stop at packaging or marketing.

As part of building Tasty Clean, I helped take the product into intellectual property development by securing four patents related to the product. That added a deeper layer of strategic value by helping protect the innovation behind the business.

4 Patents Secured

BRAND STRATEGY

Turning a Functional Product Into a Brand People Could Connect With

The goal was to move the product away from a purely clinical feel and into something more consumer-friendly, memorable, and expandable.

Instead of treating the product like a generic cleaner, I helped shape it as a branded experience built around:

• convenience
• freshness
• flavor
• portability
• everyday usability

This gave Tasty Clean more room to speak to real people in a more approachable way, while still communicating the product’s purpose clearly.

FLAVOR STRATEGY

Using Flavor as a Brand and Growth Tool

Flavor was not just a cosmetic choice. It became part of the product strategy.

A multi-flavor approach helped make the product line more distinctive, more engaging, and easier to expand. It also gave the brand more opportunity for visual storytelling, product differentiation, and audience targeting.

Flavor Lineup

• Cherry Tart
• Grape Juice
• Apple Sour
• Simply Mint
• Blue Raspberry

Each flavor helped give the line more personality while supporting a scalable system across packaging, digital assets, and product marketing.

BLUE RASPBERRY INSIGHT

A Market-Informed Flavor Decision

One of the more strategic decisions in the product line was the introduction of Blue Raspberry.

After researching popular candy and soda flavor trends, I identified Blue Raspberry as a strong fit for a younger demographic. It stood out as a flavor that already had strong cultural familiarity and appeal, making it a smart addition from both a branding and audience perspective.

Rather than choosing flavors at random, this approach tied product development back to consumer behavior and market relevance.

Blue Raspberry became a strong example of how product strategy, branding, and audience insight can work together to shape a better creative and business decision.

PRODUCT SYSTEM

Designing a Scalable Family of Products

The visual system needed to create consistency across the brand while allowing each flavor to feel distinct.

That meant building a product family with:

Consistent Brand Recognition
A recognizable Tasty Clean identity across every SKU.

Clear Flavor Differentiation
Distinct color coding, fruit cues, and product presentation for each variant.

Shelf and Digital Clarity
A system that worked in packaging, product images, e-commerce, and social media.

Room for Expansion
A structure flexible enough to support future flavors, channels, and partnerships.

This turned the product from a single item into a scalable branded system.

WEBSITE + E-COMMERCE

Designing the Path From Product Discovery to Purchase

The website had to do more than present the brand. It needed to help customers quickly understand what Tasty Clean is, why they need it, and how it fits into their daily routine.

I helped shape the digital experience around three core questions:

What is Tasty Clean?
Why do I need it?
How easy is it to use?

The site structure, content, and e-commerce experience were developed to make those answers clear while moving visitors toward purchase.

What I Worked On

Information Architecture
Organized the experience around customer needs, product education, and use cases.

UX/UI
Designed the structure, hierarchy, visual presentation, and conversion paths.

Product Storytelling
Created content that explained the product in practical, customer-friendly language.

Calls-to-Action
Built clearer paths toward product discovery, purchase, and promotional offers.

Use-Case Landing Pages
Developed content around retainers, aligners, mouthguards, dentures, sports, and family applications.

SEO-Oriented Content
Used customer needs and long-tail search ideas to improve discoverability around specific oral-care use cases.

AMAZON + MARKETPLACE

Extending the Brand Into a High-Intent Commerce Channel

Amazon became another part of the larger Tasty Clean ecosystem rather than a separate sales channel.

The challenge was to maintain brand consistency while communicating value quickly in a marketplace environment where customers compare products side by side.

My Role Included

Product Presentation
Helping customers understand the product quickly through clear visuals and benefit-driven messaging.

Brand Consistency
Keeping the Amazon experience aligned with the broader Tasty Clean identity.

Conversion-Oriented Creative
Prioritizing product benefits, use cases, convenience, and differentiation.

Marketplace Storytelling
Making the product understandable for shoppers who may encounter the brand for the first time through search.

SOCIAL-FIRST CONTENT

Building a Brand That Could Participate, Educate, and Sell

The social strategy was built around more than repeated product advertising.

I developed a multi-audience content ecosystem across Instagram, Facebook, and LinkedIn that allowed Tasty Clean to communicate differently depending on the audience and the moment.

The content system included:

Product Education
How the product works and how it fits into everyday routines.

Oral-Health Education
Useful information that gave the brand a reason to participate beyond sales.

Sports Hygiene
Mouthguard care and athlete-focused messaging.

Dental Awareness
Relevant educational moments throughout the year.

Promotions
Offers, product launches, and seasonal opportunities.

Testimonials & Social Proof
Customer and community-facing credibility.

Professional Messaging
Content for dental and business audiences.

Community Engagement
Campaigns that invited audiences to participate rather than simply view an advertisement.

Content Around Relevant Cultural Moments

The brand developed recurring content around major dental and oral-health awareness periods, including:

National Dental Hygiene Month
National Gum Care Awareness Month
National Oral Health Month
National Children's Dental Health Month
Mouth Cancer Action Month

SOCIAL FORMAT SYSTEM

Designing for the Platform, Not Just Resizing the Ad

The creative system was adapted across different social environments rather than treating every channel as the same canvas.

9:16

Reels / Stories / Short-Form Video

Designed for fast attention, product education, demonstrations, campaign hooks, and cultural moments.

4:5

Paid Social / Feed

Used for product benefits, promotional creative, offers, and conversion-oriented campaigns.

1:1

Feed / Carousel

Used for education, step-by-step content, product families, flavor stories, and awareness campaigns.

LinkedIn

Business / Professional Messaging

SPORTS MARKET EXPANSION

Finding a New Audience Through the Same Core Problem

One of the strongest business extensions came from recognizing that athletes face a similar hygiene problem with mouthguards.

Mouthguards are repeatedly used, carried in bags, exposed to bacteria, and often difficult to clean conveniently.

That created an opportunity to reposition Tasty Clean around a new use case without changing the core product.

The Sports Audience Expanded to Include

Athletes
Parents
Coaches
Teams
Leagues
Sports Organizations
Mouthguard Manufacturers

I developed positioning around portability, simplicity, hygiene, and routine—connecting the product to the realities of sports participation.

B2B + PRIVATE LABEL

Growing Beyond Direct-to-Consumer

The opportunity for Tasty Clean was not limited to acquiring individual consumers.

The business developed relationships with sport-guard manufacturers using private-label Tasty Clean products, creating another path to market.

Potential B2B channels also included:

Dental Practices
Orthodontists
Sports Organizations
Mouthguard Manufacturers

This allowed the product to become part of existing customer, patient, and athlete experiences rather than relying only on direct consumer acquisition.

YOUTH FOOTBALL ACTIVATION

Turning Brand Strategy Into Community Participation

The sports strategy expanded into a youth-football campaign designed to support a disadvantaged youth football team.

The activation combined:

Team Contest
A participatory campaign rather than a passive advertisement.

Web Entry Experience
A digital path for participation and engagement.

Social Mechanics
Content designed to build visibility and involvement.

Partner Products
Support from recognizable consumer brands.

Tasty Clean Contribution
Product and funding toward the winning team experience.

The winning-team concept included items such as:

• NFL backpacks and swag
• LMNT electrolyte mix
• Defense body wipes
• Vettex mouthguards
• Sour Strips
• Tasty Clean products
• funding for a team celebration

I developed the campaign concept, entry flow, landing-page messaging, social engagement mechanics, partner acknowledgment strategy, and mission messaging.

Brand
→
Web Experience
→
Social Engagement
→
Partners
→
Community Impact

CULTURE + REAL-TIME MARKETING

TAYVOODOO IS REAL!

Tasty Clean also experimented with culturally relevant marketing around football's biggest weekend.

A billboard placed along I-95 near Philadelphia's football stadium used sports rivalry, humor, pop culture, and timing to create conversation around the brand.

Rather than stopping with the billboard, the campaign extended digitally.

Flavor Showdown

Cherry Tart vs. Apple Sour

The campaign turned product preference into a playoff-style voting experience, giving customers another reason to interact with the brand.

Campaign Ecosystem

Cultural Moment
↓
OOH Billboard
↓
Social Conversation
↓
Interactive Voting
↓
Product Engagement

AI-ASSISTED CREATIVE PRODUCTION

Evolving How the Brand Produces Creative

As generative tools matured, I began applying newer AI-assisted production methods to Tasty Clean's creative workflow.

The goal was not to replace creative direction.

The goal was to increase the speed and range of production while maintaining product accuracy, brand consistency, and human creative judgment.

Creative Production System

Strategy
↓
Creative Direction
↓
Product / Talent / Environment References
↓
AI Previsualization
↓
Generative Production
↓
Editing & Finishing
↓
Quality Control
↓
Platform-Specific Assets

The workflow uses reusable references and structured production methods to help keep products, talent, environments, and campaigns visually consistent.

Creative Director Oversight

Human review remains central to:

• concept selection
• product accuracy
• brand consistency
• visual quality
• continuity
• final editorial decisions

Explore the Creative System Blueprint →

BUSINESS IMPACT

From Product Idea to Multi-Channel Brand

Tasty Clean grew beyond a single product concept into a broader brand and business ecosystem.

The work expanded across:

Product Development
A scalable, multi-flavor consumer product family.

Intellectual Property
Four patents tied to the product and its long-term business value.

DTC E-Commerce
A direct customer experience built around education, product discovery, and purchase.

Amazon
Marketplace presence designed to support product discovery and conversion.

Social Media
Ongoing consumer, educational, promotional, professional, and culture-driven content.

Sports Market Expansion
A new audience built around mouthguard hygiene and athlete needs.

Community Activation
Integrated campaigns designed to create participation and brand relevance.

B2B / Private Label
Additional routes to market through professional and manufacturing relationships.

AI-Assisted Creative Production
A newer production layer designed to increase creative range and scalability while maintaining brand control.

BUSINESS ADAPTABILITY

Pivoting When the Market Changed

When COVID disrupted normal buying behavior and business conditions, Tasty Clean adapted quickly.

We expanded the product line to include hand sanitizer, creating an additional source of revenue during a period of uncertainty while responding to an immediate consumer need.

The pivot also became an opportunity to support the community. Tasty Clean donated hand sanitizer to first responders and schools, extending the brand beyond commercial activity into practical local support.

The experience reinforced an important lesson in entrepreneurship: strong businesses need to be able to respond quickly when conditions change.

What the Pivot Demonstrated

Speed
Moved into a newly urgent product category quickly.

Business Adaptability
Used an adjacent product opportunity to help support sales during disruption.

Community Responsibility
Donated sanitizer to first responders and schools.

Founder Mindset
Balanced business needs with the realities of the moment.

RESULTS

Designing a Scalable Family of Products

Revenue
$ 539,460

Units Sold - 54k 

Amazon Reviews / Rating - 4.0

Website Traffic - Monthly 35,000

Social Audience Growth - 34%

Campaign Impressions -  125k

Flavor Showdown Votes - 23,000

Youth Football Entries - 1200

Private-Label / B2B Relationships - 4

PR / Billboard Reach - 45,000 week span

WHAT I LEARNED

Creative Leadership Extends Beyond the Creative

Building Tasty Clean reinforced that a successful brand is not created through design alone.

Product, IP, positioning, distribution, customer experience, marketing, and growth are interconnected.

My role required moving between creative direction and business decisions—thinking not only about how the brand should look, but also how the product could be protected, discovered, distributed, experienced, and expanded.

That broader perspective continues to shape how I approach creative leadership today.

Have a Product or Brand Opportunity Worth Building?

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