OVERVIEW →

For decades, Fernet-Branca has served as the “secret handshake” of the food and beverage world. Yet, despite being beloved by industry insiders and gaining a global following, the Italian liqueur remained a mystery to many Americans. Enter our team. Crafting a bold new identity based on the allure of this semi-secret society, our 360° campaign aimed to intrigue the uninitiated while giving a wink and a nod to the brand's loyal fanbase.

My role: Write copy for digital and POS ads and social posts; build a guide for the brand’s voice and online persona; contribute to the development of the new brand identity