Not Coke was one of the most explorative and illustrative branding projects I have worked on. It was much fun ideating a character to associate with this brand, and I was very lucky to have been given creative freedom with this. The final yeti illustration is angular, challenging, and ultimately motivating. Who doesn't want monster muscles? Ultimately, he exists as an icon that will motivate customers to consume better, more efficient protein. Paired with a graphic logotype/wordmark, the branding exists beyond its black-and-white color palette, its graphics jump off the shelves, standing out amongst the standard protein powders.