Inspired by the French ethos of pleasure and restraint, De Soi is a range of non-alcoholic apéritifs made with natural adaptogens. As part of the brand’s in-house creative team, I worked closely with co-founders Katy Perry and Morgan McLachlan to develop the brand identity and voice from inception through launch.
Brand Identity & Voice
In partnership with De Soi’s VP of Brand and Senior Designer, I took inspiration from the French New Wave movement to craft a discerning brand voice, target consumer, and positioning. The goal was to create a premium brand that stood out in the fastly-growing non-alcoholic drinks market.
After conducting a competitive analysis and thorough market research, I conceptualized the product names and packaging copy for De Soi’s premier SKUs: Golden Hour, Champignon Dreams, and Purple Lune.
We wanted to create three distinct identities that were evocative of the liquid inside without being too literal about flavor.
Product Identity & Packaging
I wrote all of De Soi’s website and digital marketing copy during my time there, from PDPs and banners to organic social captions and email flows.
In an effort to educate consumers on the premium ingredients that went into the product, I created an extensive ingredient glossary.
