2022

ROSE

How do we create a more glamorous product experience without losing the attitude of the mother brand?

Created as a sub-brand within the LIT universe, Rosé was designed to speak to a younger female audience through a more playful, sensual, and elevated expression of the hard seltzer category. The challenge was to give the product its own distinctive mood while keeping it connected to the wit, simplicity, and cultural relevance of the original brand.

For this project, we organized the brand architecture, designed the packaging system, and led the creative direction and photoshoot production. Through a pink-forward visual language, bold styling, and a glossy editorial approach, Rosé became a more feminine and glamorous extension of LIT: flirty, confident, and made to feel just as much like an accessory as a drink.