LIGHT KEEPER LAUNCH CAMPAIGN
PACKAGING DESIGN | LOGO DESIGN | CAMPAIGN CONCEPT & EXECUTION | PHOTOGRAPHIC CREATIVE DIRECTION | SOURCING & STYLING
As the light wine category becomes more cluttered, new entrant Light Keeper needed a fresh angle with great standout. We created a launch campaign with a curated studio aesthetic, summery pastels and stripes as the core visual identity. To satisfy regulation and positioning in multiple markets, the content is a mix of lighthearted light lifestyle images with clear references to a lower alcohol product. “Low in alcohol perfectly balanced” is a play on words for low alcohol wines tasting poor and a lifestyle choice of moderation. “Keep things light this summer”, “Rosé any day” and “For the love of light” all speak to consumer sentiments supporting a lower alcohol lifestyle.
LIGHT KEEPER, endorsed by TWO OCEANS (“Revitalise your Soul”) seamlessly integrates with the mother brand and addresses self-care with campaign line “Revitalise your body + soul”.
