A bewitching fusion
of heritage and hedonism.

I was hired by the founder of LXIX, an emerging luxury champagne brand, to build and advise on brand identity and strategy. The original vision aimed to blend old-money sophistication with new-money audacity, but early creative leaned too heavily on overt sex appeal, lacking the nuance required to differentiate in the luxury space.
 

Together, we redefined the brand as bold and dramatic, merging nobility with dark whimsy, balancing sensuality with sophistication. Through audience research and market analysis, we shifted the launch strategy from elite European circles to the emerging young luxury breadwinners in the U.S. We developed a tiered product and release strategy inspired by Hermès and Supreme, and identified high-impact celebrity placement opportunities to drive aspiration and early momentum.

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Client: LXIX​

Year: 2024-2025