Freixenet’s lively Cavas delight the world over, time and time again. Despite a greater global presence, Freixenet knows that catering to local markets is key. The challenge was to create a new, special edition Cava for Spain and France that was cocktail friendly; something stunning that would particularly reflect the charismatic nightlife of Barcelona. This project was a particularly interesting one for DAf, as it was an opportunity to enter into the world of packaging design for the very first time.
We began by focusing our creativity on the most essential element of the campaign: Barcelona’s nightlife. We were inspired by the fast pace and brilliant lights of this Catalan city and wanted to express a sensation of constant movement. We experimented with golden sparks and electric blue streaks that whirled around in the air, reflecting the verve of Catalan nightlife. As a classic element of Freixenet and a symbol for starry nights, we also incorporated sequins into the design.
This brand’s bottle had to be as visually striking as possible. Considering the importance of the night, we designed a sleeve with a very particular finish that would react to the presence of a black light; transforming the blue of the streaks on the sleeve’s design into an electric blue. Determining the exact hue required was an incredibly in-depth process, but one which ultimately resulted in a high-impact, head-turning design.
The beauty of the night.
The key visual incorporates the golden sparks and the electric blue streaks to create a sensation of constant movement. The gold sequins reflect the bubbles of the wine and the famous Freixenet Bubbles. The nighttime setting seductively targets the busy and active Millennial consumer.
After producing the creative materials to help launch the brand, Freixenet engaged DAf to create mixology photography to highlight the cocktail culture within its Millennial target audience.
This campaign was originally designed for consumers, principally located in Spain and France.