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BRAND STRATEGY | LIVE CLIENT

LAUNCHING A COGNAC BRAND that honors a legend

Josephine Baker: entertainer, World War II spy, civil rights activist, and now, cognac inspo. We brought her history into the modern day to help Sephina shine.

OVERVIEW

The founders of Sephina, a new VSOP cognac-hybrid spirit inspired by Josephine Baker, asked us to create a brand strategy and plan for their 2020 launch.

WHAT WE DID

Brand strategy

Design refresh

Merch 

OOH

Partnerships

RESEARCH METHODS

Cultural and historical deep dive

Focus group

1:1 interviews

MRI-Simmons spelunking

Amateur mixology

CHALLENGE:
how do we DISTILL a complex life story?

The truth of Josephine Baker depends on who you ask, what documentary you watch, even which autobiography you read. (She wrote three, and all are contradictory.) Capturing that truth—all the different versions of it—is a tall task.

TRUTH:
COMPLEXITY IS a virtue.

Josephine's complexity is her greatest asset. Sephina's opportunity lies not in reducing Josephine to a list of facts, but in channeling her complexity and intrigue.

AUDIENCE:
THE MULTI-FACETED.

Sephina is for those who feel—or want to feel, with drink in hand—as complex and captivating as Josephine Baker. 

STRATEGY:
IGNITE THE DIAMOND MINDSET.

Sephina ignites the diamond mindset: the feeling that you are a diamond with a thousand faces.

CONCEPT:
FIND YOUR SEPHINA.
DESIGN REFRESH: CELEBRATING THE DIAMOND WITH A THOUSAND FACES

An angular bottle design, eye-catching topper, and diamond-shaped label nod to the many sides of Josephine Baker.

collectible glassware: upping your drink-from-home game

Angled glass designs evoke a diamond while maintaining the classic tulip shape that brings out the flavor, body, and fire of the cognac.

OUT OF HOME: CAPTURING INTRIGUE

Our OOH speaks to our audience's inner complexity through light, shadow and color. The modern, minimalistic design gives the consumer just enough to spark interest and desire to learn more about Sephina.

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SEPHINA X OPI: TAKING INTRIGUE BEYOND THE GLASS

What do we do when we want to transform into our most interesting, captivating selves? In the immortal words of Drake:

Nails done, hair done. Everything did. Oh, you fancy, huh? 

A Sephina x OPI partnership is the perfect match for taking intrigue to the next level. The shades match the color palette of our brand refresh and are named after Josephine Baker songs. 

I'm FEELIN'
LIKE A MILLION
LOVE IS A DREAMER
HELLO BLUEBIRD
PRETTY LITTLE BABY
J'AI DEUX AMOURS
A DIAMOND WITH A
THOUSAND FACES
outcomes + Reflections

We presented this work to the founders of Sephina in friendly competition with another team. We were thrilled to discover we won the pitch!