The Bud Light line of Lime Ritas consist of eight different flavored beverages – Lime-A-Rita, Straw-BER-Rita, Raz-BER-Rita, Mang-O-Rita, Lemon-ADE-Rita, Apple-AHH-Rita and Cran-BRRR-Rita. Each can color is based on its respective fruit flavor (green for Lime-A-Rita, orange for Mang-O-Rita, red for Straw-BER-Rita). Where the Bud Light brand was about maintaining a natural and realistic look, the Ritas brand allowed greater creative flexibility. This afforded me and my team room to explore different colors and textures for both backgrounds and surfaces, more playful off-site location concepts (such as throwing a colorful house party in Brooklyn), and integration of topical and memorable pieces of pop-culture such as Oprah Winfrey, Celebrity Apprentice and Lionel Richie’s classic “All Night Long”.

All of the content that we produced was published across The Ritas social media channels – Facebook, Twitter, Instagram, Tumblr, and Vine. In order to maintain brand consistency and accuracy, I oversaw and managed a team of designers, production artists and junior-level art directors to ensure that all our content reflected the The Ritas brand – fun, playful, colorful and happy.