42Below
42Below, a vodka brand from New Zealand, offers a unique outlook on life. Their motto,
"Pure Vodka in a Dirty World," highlights the need to be genuine and creative amid negativity. This idea shaped every aspect of the brand, influencing its visual style and its humorous, straightforward approach in addressing current events.
I worked closely with the creative director to develop a playful aesthetic for the brand that represents it’s unique personality and helped execute this across key touch points such as on social and above the line advertising.
42Below on social
We provoked and addressed current affairs and highlighted world events on social media with a Kiwi sense of humour that reflects the brand idea, ‘Pure vodka in a dirty world.’ The playful collage aesthetic helped elevate 42Below’s witty brand voice.
