03 / PROFeel
Project OverviewProtein pudding is a new concept in the United States. PROFeel needed creative that introduces the category, while showing that protein can be both functional and indulgent. Cronin was tasked with developing creative concepts, moodboards, and styling suggestions to spread the word about this new snack.
Insight: When energy is low, everyday tasks feel harder. People know protein fuels them, but they don’t want to sacrifice taste. PROFeel is the perfect solution: it packs a protein punch while still feeling like a treat.
Target audience: Busy moms, students, and professionals: anyone who needs an energy boost on the go.
Opportunity: Position PROFeel across a range of occasions, showing how it fuels activity, enjoyment, and indulgence.
Showcasing Versatility
My copywriting partner and I developed two creative directions to support PROFeel’s asset library. On the visual side, I began with traditional sketches and moodboards, but shifted to AI mockups at the creative team’s recommendation.
1. PROFeel It AllUsing diorama-style scenes, we placed PROFeel pudding in a range of everyday moments to show how it fuels work, play, and everything in between. Whether you’re PROFeelin’ the vibe at the beach or PROFeelin’ the fuel at tennis practice, this pudding brings the energy you need.
2. Hard to Save the Best for LastThis direction builds playful “snacker personalities” through distinctive lunchboxes, each featuring PROFeel as the hero. With its protein punch, PROFeel breaks away from desert stereotypes and emerges as a snack you don’t have to save for last.
Final Presentation
After additional workshopping, we presented our two refined concepts. For PROFeel It All, we shifted to using miniature objects to build our scenes, adding whimsy and personality while keeping set-building cost-effective. For the Lunchbox direction, we expanded the idea with a new tagline, updated mockups, and an example of how the concept could extend into social media through influencer partnerships. The client ultimately selected the Lunchbox direction. Our outcomes:
Delivered a wide range of asset ideas that were refined over time into a cohesive set of solutions.
Preserved PROFeel’s playful, irreverent identity: an important brand goal from the start.
Positioned PROFeel as both an indulgent treat and protein boost, framing the brand as a versatile option for all snackers on the go.