Dolin, a heritage vermouth brand, wanted to engage a younger audience and reposition itself as more than a traditional aperitif. The challenge lay in shifting perception: vermouth is often associated with classic cocktails and older demographics, yet its nuanced flavour profile and artisanal qualities have untapped relevance for modern consumers. The task was to create a social-first brand identity that felt sophisticated yet accessible, capable of sparking curiosity and driving engagement with a new generation of drinkers.

I developed a cohesive social media identity that blended Dolin’s heritage with a modern, tactile aesthetic. Drawing inspiration from natural textures and colours — stone, wood, velvet, citrus — the visual direction positioned the vermouth as rich, elegant, and sensorial. A refined colour palette of olives, creams, deep browns, and citrus accents gave the brand a contemporary edge while retaining its artisanal roots.

The content plan focused on immersive product photography and curated storytelling, designed to highlight both flavour and lifestyle. Shots paired the bottle with organic materials, food accompaniments, and elegant glassware to anchor Dolin in a modern context. Typography and graphics echoed vintage flourishes, tying back to tradition while appealing to a design-conscious, younger audience.

Through this balance of heritage cues and modern lifestyle imagery, the brand world was reimagined as dark, rich, and textural — making Dolin relevant for a new generation while preserving its authenticity.

I produced and directed the shoot within my home, crafting a lifestyle-led editorial aesthetic that embodied the idea of enjoying the little moments. Using natural textures and intimate close-ups of martini glasses and the Dolin bottle, I captured imagery that felt candid, tactile, and contemporary — aligning with the sensorial richness of the brand.

To ensure visual cohesion, I established a defined color palette drawn from wood, stone, velvet, and citrus tones, then applied it to a structured Instagram block grid. This demonstrated how the tones and textures would balance across the feed, creating a consistent identity that felt elevated yet approachable for a younger audience.

• Visual Direction — art direction of imagery, styling, and brand aesthetic.

• Social Media Strategy — designing a feed identity (block grid, balance of colours, textures, and content types).

• Content Creation — hands-on photography and execution in a candid, editorial style.

• Brand Positioning — translating a heritage vermouth into a lifestyle brand for a younger audience.

• Storytelling Through Design — embedding the idea of enjoying the little moments into visuals and narrative.