Integrated Marketing Campaign: Seneca College (Academic Project)
Package Design, Branding, Identity, Creative Direction.
Design and develop a brand campaign from concept to execution. This includes research, development, writing, design, marketing and advertising, social media, package design, etc. Choose effective media vehicles to drive awareness and reach new consumers.
Creative director, Copywriter, Graphic Designer, Social Media Content, Identity Designer.
Concept & Story:
The Racine’s brand was built upon a rich history of bootlegging during the Prohibition era. It’s vintage brand design represents characteristics of the outlawed subculture of the 1920’s. Racine, Wisconsin has been used as a rum-running line by the infamous gangster, Al Capone. The tagline (“It’s about time.”) was constructed from the notion of
a lengthy, meticulous process that took quite a while; But well worth the wait for each sip of quality original soda.
Check out the Racine's Instagram page: