New Age Lemoncello

An ambitious startup has embarked on a mission to redefine the world of limoncello and related products in a refreshingly unique manner. Departing from the conventional Italian associations, this venture seeks to introduce a British twist, infusing it with an aura of enigmatic mystique akin to the duality of Dr. Jekyll and Mr. Hyde.

The art direction chosen for this endeavour evokes the essence of hidden secrets and clandestine societies or cults. This intriguingly dark and mysterious styling imparts a distinctive character to a product category traditionally associated with Italy.

Central to this transformation, a brand mark was meticulously crafted to exude a medicinal aesthetic. This choice aligns seamlessly with the utilization of a traditional bottle design, ensuring visibility on the shelf, staying abreast of contemporary design trends, and retaining adaptability for the evolving range of products.

As a strategic component of the campaign, photography and post-editing techniques were employed to artistically portray the usage of the main cocktail ingredients - the zesty lemon and hearty oats. These visual narratives not only engage the consumer's curiosity but also beckon them into the intriguing world of this unique beverage experience.

The journey towards the full development of the brand identity, campaign, and art direction is an ongoing and exciting process, promising further revelations and creative innovations that will continue to captivate and enthrall consumers.


Project Management. Photography.

Styling. Art Direction. Retouching.


Intended For Print. Digital. Social. OOH. Advertising.

Kelly Shield
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