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 I worked across three of its brands, each wanting something different.
Salvador’s needed a campaign. Calvert needed outdoor for two products that had nothing in common but a name. Exotico needed to know what it was before anyone designed anything.
WHAT I DID
Concepted the Salvador’s campaign, then art directed the shoot to it.
Two concepts went to the client and the water-splash version was chosen for feeling more refreshing. The shot was planned before it existed, and I was on set getting it made. I did not operate the camera. Afterwards I retouched the frames and set the type and color so the copy stayed legible over a moving product.
Made it work at every size it had to run.
The same shot had to hold a bus shelter at night and a building-sized billboard in daylight, which is mostly a legibility problem rather than a design one.
Designed the bottle neckers and the shipping box. Point of sale that hangs on the bottle, and the box the case ships in. Not the labels, which were already set.
Designed the Salvador’s website. The campaign photography carried straight through, with the same splash work that ran outdoor becoming the background of the product pages. Seven flavours, each with its own description and share links.
Built the Calvert outdoor: two products, two arguments each.
Whiskey and gin, and for each one a product-led execution and a lifestyle execution, under a single line. Four ads that had to read as one campaign while selling two drinks to two occasions.
Set the direction for Exotico in style tiles.
Two directions, one edgy and graphic, one sleek and refined, each with palette, type, imagery and tone. The client took elements from both and executed on it. I did not build the work that followed; this was strategy and creative direction.
RESULTS
A campaign for Salvador’s, concepted, art directed on set, retouched and laid out
Bottle neckers and shipping box for two product lines
A website for Salvador’s, carrying the campaign photography across seven flavors
Four outdoor ads for Calvert, two products, product-led and lifestyle for each
Brand direction for Exotico, delivered as style tiles and adopted by the client
Three brands, one producer, and three different jobs: a campaign, a package, and a decision about what a brand should be.
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