Dedication to heritage and storytelling
TRANSLATED TO A DIGITAL EXPERIENCE
OPPORTUNITY
Give an emerging brand an air of authenticity and apparent heritage.
Agalima is a very young brand with a very old soul, which made this project a true task of storytelling.
BRAND
Agalima Organic Cocktail Mix
MY ROLE
I spearheaded the project's mood board and managed a team of three designers who also contributed (Carolyn Reilley, Brooke Griggs and Lucy Liquori). I curated recipe collections, prepared an annotated shot list and directed and managed a two-day photo shoot. As Creative Director, I also oversaw the design, copywriting and execution of the brand's website. Snaps for photographer supreme Neil Burger, food stylist Christina Zerkis, stylist Traci Smith, copywriter Allison Stone and the Domino development team.
Seeking to keep pace with a more-informed, ingredient-conscious consumer, American Beverage Marketers created Agalima as one of the only organic cocktail mixers in the market. Agalima engaged my team, Domino, after a couple years of testing and planning the concept. The Agalima team had already done a top-notch job of purveying purity in more than just the product recipes. Our goal was to maintain their honor and respect for classic cocktails while bringing the brand to life digitally.
After other successful projects with Agalima's team members, I had a lot of freedom to take this project and run with it. My team and I were super grateful for Agalima's trust, and we sought opportunities to exceed expectations from the beginning. We incorporated the brand's storied nature not only in copywriting but also in visuals and functionality. And they all lived happily ever after.
RECIPE FOR AN AUTHENTIC EXPERIENCE
I saw an opportunity to inject Agalima's storyteller voice not only in the images and copy for each recipe but also in how a user finds those recipes. In addition to searching with filters, users can discover recipes by browsing curated collections.
I selected recipes for each collection and wrote corresponding blog posts for each of the first five collections.
Transport yourself to a balmy summer getaway with these refreshing takes on a few classics. You can almost smell the ocean breeze no matter where you’re pouring these recipes.
Cooling mint, sweet basil, and subtle thyme add a complex, herbaceous body to classic cocktails. Restorative and refreshing, these delicate drinks have layers of flavor.
With simple ingredients and just a hint of nostalgia, elevate these summertime staples into some sweet escapes from the heat. For a new cookout favorite, multiply your recipe to serve a crowd.
Transport yourself to a balmy summer getaway with these refreshing takes on a few classics. You can almost smell the ocean breeze no matter where you’re pouring these recipes.
one tall order
Capturing authenticity is no small task. In order to do right by these recipe collections, we needed a different set for each one. I created mini mood boards for the collections and worked with a prop stylist to get everything just right prior to the shoot.
The shot list was 80+ photos across six sets, which was pretty daunting for our two-day shoot. They were two long days, but with a talented team and a hefty plan, we rocked it (and definitely deserved the rounds of drinks we had at the end of day two).