The Objective: To engineer a high-status visual identity for the Indian market, transforming a premium beverage into a mysterious, aspirational icon through light and texture.
The Strategy:
Aspect
Tactical Approach
Creative Direction
Experience-Driven. Shifting from “how to light a bottle” to “how to trigger an emotional desire to own it.”
Mood & Tone
Mystique & Awe. Utilizing high-contrast lighting to emphasize liquid richness and organic glass textures.
Sensory Build
Indulgence. Focusing on the tactile quality of the product to evoke a sense of lifestyle-driven luxury.
Visual Style
Youthful & Engaging. A mysterious yet fresh approach designed to stand out in a crowded, utility-focused market.
The benefit of an energetic nightlife experience expressed through neon-inspired color play, where pink and green lighting reflect the liquid and bottle identity while condensation textures recreate a freshly chilled sensation. Flowing yellow light trails introduce a disco lounge atmosphere, positioning the bottle within a vibrant premium party ritual.The benefit of extreme cold serving expressed through authentic frozen textures, where frost formation, condensation, and atmospheric mist recreate the product’s signature -18°C cold-serve ritual. Green ambient lighting reinforces brand identity while the tinted glass reflects the richness of the liquid, grounding the composition in realism.The benefit of extreme cold serving expressed through a real frozen-ice composition, where authentic frost textures, icicles, and condensation recreate the brand’s intense cold-serve ritual. The melting ice environment transforms the product into a raw sensory experience grounded in realism rather than fantasy.
Jakob Steiner — International Alcoholic Brand Launch in India | Advait Sontakke
