Luke Oeth is just a man. A large man, who owns two cats. And who occasionally enjoys a nice bath. And who is also a creative director at Minneapolis agency, Carmichael Lynch.

Vitamin Water

Vitamin Water

I was asked to explore options for a refresh of VitaminWater’s packaging. The goal was to find something that felt new, but was still instantly recognizable as VitaminWater. This page shows some of the rough work that came out of my process. The design at the top of this page is being rolled out in limited markets.

Agency: Victors & Spoils
Northern Brewer

Northern Brewer

The Show

The Show