Reigniting A Struggling Retail & 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. Our mission: crank the volume, spark curiosity, and position Black Insomnia as the go-to fuel for those who live on the edge.

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 adrenaline junkies, 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. In addition, I led the entire integrated campaign that led to a turn around in sales and some creative recognition at the National Addys, Graphis, and other creative shows.