The launch of Crown Royal Blackberry Flavored Whisky, the brand's newest limited edition, was followed by an organic surge in consumers crafting their own signature serves and sharing their positive reviews across various social-media platforms. In the wake of a successful launch, Crown Royal tapped us to create a digital campaign to ride the buzz and announce the return of the legendary Blackberry seasonal flavor, now bolder and juicier than ever.
From the start, we set out to create a visual world that evoked the image of a blackberry ripening to perfection, mirroring the seasonal availability of the flavor. The color palette features vibrant hues and gradients to capture the gradual transformation of the fruit reaching peak ripeness. For our type system, we selected a display typeface with a delicious plumpness to it, with contemporary features and a unique modulation to lend the visuals a playful, yet sophisticated appeal. Our photographic language captures the bottle on reflective surfaces surrounded by glossy blackberries to inspire craving and evoke the potency of the flavor.
