KATIE ROSEN

innocent’s move into plant milks marked a significant expansion of the brand, taking its values into a category dominated by established players. Working with the in-house team, I provided creative direction across the full launch, from range packaging through to a national campaign spanning TV, OOH, buses and supporting content, alongside the development of an innocent plant milks cookbook. My role focused on guiding the work from early ideas through to delivery, helping the brand show up with challenger confidence and stake out a distinctive, characterful space.