Establishing Creative Direction For &Then Alcohol Free Wines

The Brief: &Then removes taboos around not drinking. Instead it stands for - what’s next, what’s possible and how it feels to not feel like you’re missing out by reducing your alcohol consumption. In a sea of emerging no/low alcohol drinks brands, my brief was to make our wines stand out and convey our very strong brand messages, to help sell in to new digital savvy consumers.

The Execution: Editorial-driven stills and moving images which focuses on moments where &Then could be enjoyed. These focused on both solo and group occasions. These also were created in way that ensured the iridescence of the label and the bubble icon were highlighted throughout content.

A trip to Camber Sands later, and here you find a stunning range of images that bring fun and realness to a crowded market: