Southern Strength by Gold Peak
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This personal exploration reimagines Gold Peak as more than a comfort-tea brand.
It’s a symbol of quiet endurance.​
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The ask was to Introduce a premium hard iced tea to younger Southern-adjacent drinkers, and build a distinct brand moment that reads modern, rooted, and credible.
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Rather than treating it like another hard tea launch, I built Southern Strength around what happens when sweet tea finally grows a backbone. It’s a campaign about quiet confidence, comfort, and that particular kind of Southern grit that goes down smooth but hits later. The visuals lean into golden light, grounded tones, and the kind of calm that feels earned.
​The campaign keeps its manners but isn’t afraid to have a little bite. Each piece feels nostalgic yet fresh, mixing familiar textures with soft color and space to breathe.
I wanted Gold Peak Hard Tea to keep its polite drawl while quietly knocking you off your porch swing.
I generated these three images below as an expansion of this exploration using Nano Banana by Gemini to show how creative thinking evolves alongside new tools. In 2025, more and more employers are looking for candidates who can optimize their process with AI-assisted workflows, and this project became my way of proving how those tools can amplify concept and craft. Not replace them.
Isaac Lewis (AD)