Creating desire in a restricted category
Swedish alcohol advertising is highly restrictive, particularly when it comes to lifestyle, emotion and social settings. But part of the brief was to explore how far the communication could be pushed while keeping the product and its factual qualities at the centre.
I therefore developed two creative levels.
One followed a restrained, clearly product-led approach, using information about origin, craftsmanship, flavour, food pairing, price and availability.
The bolder direction introduced faint emotional imagery in the background, a hand holding a glass, coastal surroundings and seafood. This allowed atmosphere and enjoyment to enter the communication while the bottle and required product information remained dominant.
Presenting both directions gave the client a practical way to compare creative impact with regulatory risk.
A flexible social system
A light, cool and tactile visual language was developed around the bottle, inspired by white tablecloths, coastal environments and restrained French elegance.
Different communication tracks highlighted the wine’s origin, history, character, flavour profile and relationship to food. The system was adapted for social posts, Stories, Reels and carousels, allowing each message to work independently or as part of a broader content flow.
The carousel format provided room for more detailed storytelling, moving from the overall positioning to the wine’s crispness, minerality, acidity, discreet herbal notes and suitability for fish and seafood.
My role: Strategy, concept development, copywriting, art direction, visual design and social media adaptation.
