TRULY Hard Seltzer
The Gold Exchange, Branding
The Gold Exchange, Branding
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The campaign
The TRULY Gold Exchange was a special livestream event where fans submitted their ~internet~ gold (photos, videos, etc) to be appraised live by drag superstar Monét X Change, who decided what it was worth in TRULY Gold (Iced tea!)
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The design
In creating the look and feel for the campaign, we wanted it to look: "uncut gems", and "strip mall pawn shop but elevated". And this is the result. The colors are inspired by the flavors of TRULY's new tea. The typography is inspired by the utilitarian, stark sans serifs that are common of strip mall pawn shops. Truly's brand font which is wide in proportion, was paired with the condensed Brans, for a wide and narrow combination that evokes the stretched and distorted type of pawn shops, but in an elevated way.
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Credits
Agency—360i
CCO—Menno Kluin
ECD—Devon Hong
Creative Director—Ilana Wolstein
Group Creative Director—Peter Wood
Art Director—Christian Maine De Biran
Copywriter—Daniel Freeda
Sr Designer—Sophia Del Plato
CCO—Menno Kluin
ECD—Devon Hong
Creative Director—Ilana Wolstein
Group Creative Director—Peter Wood
Art Director—Christian Maine De Biran
Copywriter—Daniel Freeda
Sr Designer—Sophia Del Plato
