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Martin Bauer Group

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What I Led

INDUSTRY

Creative Stack

Senior Creative Designer

CPG / Ingredients

Photoshop - Indesign - Adobe AEM

Selling an ingredient nobody sees, to buyers who need to see everything.

(01) EXPERIENCE

The scope ran from recurring marketing to one-off sales tools — weekly and monthly email campaigns built around custom infographics, retouched product photography and packaging mockups used to pitch new beverage concepts to clients, and the full range of B2B collateral it takes to sell a technical ingredient line: sell sheets, trifold brochures, presentations, and large-format catalogs. Product legals ran through the same pipeline, so every claim on a label had to be as accurate as the design around it was polished.

(02) context + idea

THE CONTEXT

Martin Bauer Group supplies natural tea and herbal ingredients to food and beverage manufacturers — the audience is a food scientist or brand-development buyer deciding what to put in their next product, not a consumer standing at a shelf.

THE IDEA

The work had to do two things a consumer ad doesn't: prove a market trend is real with data, and prove the ingredient is production-ready. That meant pairing consumer-style visual appeal — a beautiful cup of hibiscus tea — with the kind of specification detail a manufacturer actually needs to say yes.

(03) the work

CRAFT

WHAT SHIPPED

A trend-driven sell sheet pairing lifestyle photography with taste-profile data visualization ("Hibiscus Is Happening"), plus a tri-fold print brochure announcing the opening of Martin Bauer's U.S. manufacturing facility — two very different registers for the same brand.

SYSTEM

HOW IT GOT DONE

Working solo as a freelancer meant owning the full arc — translating a marketing brief and raw ingredient data into a layout that a food scientist would trust, then packaging the same brand story for a very different, more industrial audience in the plant-opening piece. No creative director in the loop; the QA was on me.