Divulge Launch
Design • Art Direction • Animation
Creative Direction by Stu Carnes & Javaris Stevenson
Production & Photography by Tim Ireland
Copywriting by Alex Watt
Crafting a Bright Identity for a Lighter Sip
For the launch of The Prisoner's innovative test release, Divulge, I helped redefine the brand's visual identity for a distinctive new wine blend that benefitted from a lighter touch and representation.
Championing the challenge of conveying a lighter ABV while preserving The Prisoner's signature dark essence, I partnered with our ACD and lead producer who guided the photography direction, orchestrating a play of shadows and light that captures the essence of a moody sunset ambiance. The result showcases the beauty within the darkness, skillfully avoiding an overly somber tone. Focused on also infusing a lighter and more elegant aesthetic in the supporting designs, I used the lighter tones in our color palette for a softer impact. I also animated the unique label art and paired it with airy, elegant callouts to delicately enhance the bottle's presentation and seamlessly blend dramatic sophistication with creativity.
The launch strategy from our Brand and E-commerce teams paired with strong, innovative creative generated great momentum for the brand, leading to a highly successful launch. From crafting engaging email campaigns to animating and designing captivating visuals for paid social, I helped ensure that every aspect of the Divulge launch resonated with the brand's new, light, and refined identity.