Roscato is a brand of unique sweet wines that does not cater to the typical wine drinker. Seeking to break away from traditional wine advertising, Roscato aimed to launch a fresh campaign resonating with a younger, more diverse audience.
The outcome was a vibrant, bold creative approach that visually captured the happiness people feel when they drink Roscato. In my role as the art director, I lead the visual evolution of the campaign from concept to creation, while also serving as the principal brand designer and illustrator, crafting brand guidelines and original artwork. The result was a 360-degree campaign that encompasses print, digital, and in-person experience that helped Roscato Roso Dolce reach the #11 wine spot out of tens of thousands, and the Roscato brand climb to the top 10 Italian wines in the US.
