Brief: Birds Eye launched a bold new platform for Steamfresh, aiming to reposition frozen meals from purely functional to genuinely desirable. The goal was to bring a sense of "love" to lunchtime by showcasing the premium quality and nutritional value of the meals—delivered through a playful, steamy tone that redefined the brand’s voice and broadened its appeal.

Approach: Working closely with the creative team, I designed the graphics for the TV advert and the hero OOH visual. One of the campaign’s key elements was a custom steam effect, which I recreated using the shape of the iconic Birds Eye logo—subtly integrating the brand into the mood of the visuals. I also contributed to the development of the handmade typography, which was finalised by a specialised calligrapher in the later stages. The type was designed to mimic the effect of someone writing on a fogged-up window with their finger. These crafted elements helped bring the flirtatious, romantic tone of the campaign to life while highlighting the warmth, quality, and character of the product.