Reigniting A Struggling eCommerce Brand

Black Insomnia had earned a cult following for its extreme caffeine levels—but growth had stalled. In a crowded coffee category full of calm morning rituals and generic java, the brand needed to wake up a new audience. My mission: crank the volume, spark curiosity, and position Black Insomnia as the go-to fuel for anyone who has work to do.

We repositioned Black Insomnia as more than just coffee, it became a badge of honor for high-performance, high-energy lifestyles. With bold visuals, punchy messaging, and a digital strategy built to target energy drinkers, gamers, and hardworking people, the campaign broke through the noise with unapologetic intensity. It didn’t just sell caffeine. It sold challenge, identity, and edge.

I wrote the entire campaign and came up with the design direction and creative concept to take one of our coffee beans and create illustrations around it that showed off the coffee’s blast of caffeine power. Paid social led the way, but we utilized in-store and posters to sell as well. The entire campaign increased sales by 13%, and traffic to their site by 57%.