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Rubicon - Made of different stuff
CLIENT
Rubicon

MY ROLE
KVdesign · Illustration · Image selection & cut-outs · Toolkit & touchpoints · Motion [self-initiated] YEAR
2025

LIVE AT
WHSmith: London Victoria, Gatwick, Manchester, Alicante airport · In store
A shopper campaign that took Rubicon from the shelf edge to station concourses and airport terminals.
The brief

Rubicon's drinks are packed with exotic fruit, and the brand is "Made of Different Stuff". The 2024 shopper campaign needed to bottle that feeling, an unstoppable sunshine, and make it work everywhere from a shelf barker to a wall-sized station hoarding.

The idea
Working within the campaign's art direction, I designed the key visual. Its backbone is a ribbon of juice I illustrated by hand, sweeping through the frame and carrying the fruit, bottles and people with it. It gives every layout energy and leads the eye from headline to product.

I selected and cut out every fruit and figure, then built the toolkit that took it across every format.
Kit of parts
Liquid
Fruits
Campaign lock-up
People
Product
Typography

Key visuals

At shelf: "Sunshine flavours so good you can feel them"
Away from shelf: "Sip on unstoppable sunshine"
B2B: "Stock up on unstoppable sunshine"

Animated  concept



Toolkit & touchpoints


In the wild
Localised for each location: "Hey, London Gatwick", "That's the ticket, Manchester", and a bilingual version for Alicante.

08 — Outcomes

Ran in WHSmith travel stores at London Victoria, London Gatwick, Manchester and Alicante airport, alongside an in-store rollout.09 — Credits

Created at Initials, within the campaign's art direction.
Key visual design, liquid illustration, toolkit and touchpoints: Georgie Sullivan.


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Georgie Sullivan
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gsullivan.design@gmail.com