Three spirits brands for one producer: one shoot that ran outdoor and built a website, the packaging around it, and the brand direction for a third.
CFX, a boutique agency · Interactive Designer, on Luxco brands
Campaign concepting · Art direction on set · Retouching · Outdoor and large-format · Packaging · Web design · Style tiles and brand direction
The challenge
Luxco produces, bottles, imports and markets beverage alcohol across a large portfolio. CFX was its agency, and the work spanned three of its brands, each wanting something different: Salvador’s needed a campaign, Calvert needed outdoor for two products, and Exotico needed a brand direction.
The work
Concepted the Salvador’s campaign and art directed the shoot.
Two concepts went to the client and the water-splash version was chosen for feeling more refreshing. Retouched the frames and set the type and color.
Ran it at every size.
The same shot on bus shelters to building-sized billboards.
Designed the bottle neckers and the shipping box. Point of sale that hangs on the bottle, and the box the case ships in.
Designed the Salvador’s website. The campaign photography carried into the product pages, across seven flavors.
Built the Calvert outdoor. Four ads for whiskey and gin, a product-led and a lifestyle execution for each.
Set the direction for Exotico in style tiles.
Two directions, one edgy and graphic, one sleek and refined. The client took elements from both and executed on it.
RESULTS
A campaign for Salvador’s, concepted, art directed on set, retouched and laid out
Bottle neckers and a shipping box for two product lines
A website for Salvador’s, carrying the campaign photography across seven flavors
Four outdoor ads for Calvert, product-led and lifestyle for each of two products
Brand direction for Exotico, delivered as style tiles and adopted by the client
Another object that has to work at a glance: book covers for a publisher.
View Chalice Press Book Covers