Creative Direction
Following on from the London based spiced rum’s previous campaign ‘Feels like Mirchi’, Luca was onboarded to elevate and build a world for the revised edition of their rum. Under new positioning “Bring it to the table”, this next chapter reflected the brand’s strong ethos surrounding homely environments, family, community and heritage within the diaspora; whilst retaining a modest desire to grow and elevate.
The shift in positioning was the perfect opportunity to cement the brand’s tastes and intentions for their immediate community, interacting passersby and the alcohol/beverages industry.
Having already established their new identity, Luca led a full 360° evolution of their social media identity, cadence and content, event conceptualisation, product development & campaign conceputalisation.
Mirchi started with the product and re-introducing the new flavour via a glossy, ingredient focused and brand driven product campaign, ensuring their new audience understood the transition.
Event Concept & Direction
As part of Mirchi’s relaunch, one leg of the project was to create a cohesive IRL (in real life) experience, bringing the essence of the brand’s culture and tastes into a tangible space.
‘Mirchi Lounge’ was a day to night opportunity to immerse their audience into the Mirchi world.
‘Seat, eat, drink & play’ - we invited the Mirchi community down to get an early taste of the new bottle, whilst being immersed in many of the South Asian & West African influences that make the brand. It was a full sensory experience: combining lounging areas to play games/read books as well as dual snack boxes that mixed both cultures into one bite.
‘Drink, dance & move’ - the night section, opening up the floor for dancing and music led by DJs. It was an opportunity to platform the new cocktail serves.
Branded touch points included: menus, window & interior wall vinyls, playing cards, snack boxes, cups, glassware and shopping bags.
Event Direction
To commemorate the next chapter of Mirchi’s positioning and revised edition of their Spiced Rum they held an intimate dinner with close friends & collaborators.
Titled ‘Breaking Bread’, Mirchi partnered with Salomon and Shoreditch Arts Club to create a meaningful and celebratory evening.
It was a moment to extend the brand’s identity into tangible spaces via food and drink.
Creative Direction
To mark the launch of the new chapter for Mirchi, as part of Luca’s overarching lead on Creative, he conceptualised the hero campaign in conjunction with the release of the new bottle.
‘Tastes just like home’ brings the audience into a snapshot of an unconventional family living in a warm and rich cultural background circumventing food and a historical beverage.
Bringing the ethos of ‘Bring it to the Table’ to the throw we’re immersed into tradition, quality time, joy and togetherness.
Creative Direction & Writing
To close a successful 5/5 deliverable project, the final pillar of Mirchi’s rollout consisted of an exclusive release of new lifestyle products: Playing Cards & Glass Tumblers.
‘House Rules’ sees long time friends come together on a summer’s day over new playing cards and classic serves. Competitive yet loving, as many may play card games all over the world - the common question one would have to ask is “what rules are we playing with?”
The opportunity to bring an older cast into the brand’s visual lanuage was well received and had a warm sense of home.