CLEAN CO
ART DIRECTION
PHOTOGRAPHY
TONE OF VOICE
PHOTO RETOUCHING
PRODUCER
TALENT CASTING
LOCATION SCOUTING
STYLING
PROP STYLING
I independently led Clean Co’s visual direction as they expanded in the UK. I managed every stage of the creative process, from initial concept and moodboarding through styling, casting, photography, and post-production, overseeing and executing the project from start to finish.
The mission
Build brand awareness and establish a bold, distinctive identity for Clean Co in the fast-growing non-alcoholic category.
Guided by four content pillars:
No nonsense (Taste, Serve, Provenance)
Drink clean, stay wild (Occasions)
Viva la Moderation (Lifestyle)
Clean-Luxe (Founder)
I looked to blend fashion-led imagery with candid, mischievous moments, making the brand feel playful, inclusive, and unmistakably modern.
The result:
A vibrant, high-energy visual identity that celebrates the joy of drinking without alcohol, firmly positioning Clean Co as a confident category disruptor.
