Apothic Wine social — Red Senses, Jenga, rule-breaker corks. Art direction for a wine brand that earned its relevance on feed by refusing the category default of gold-serif-on-cream.
Social content reflected this bold identity, using deep blacks, rich reds, and shadowed textures to create a cinematic, mysterious aesthetic. All content was created in-house, from product photography to visual design and selected stock, so every post read as part of one brand presence.
At a time when wine marketing was still traditional and restrained, Apothic stood out as the rule-breaker, making wine feel sexy, daring, and unexpected.
Completed 2013–2015
As Digital Art Director at Ignite Social Media, I art-directed Apothic's social into a cinematic, mysterious register — deep blacks, rich reds, shadowed textures — at a moment when wine marketing was still traditional and restrained. The point was to make Apothic the rule-breaker: sexy, daring, unexpected on feed.
Everything was made in-house, from product photography to visual design and selected-stock integration, so the brand read as one cohesive, deliberate presence.