Dion
Mead inspired by ancient lovers in Greek Mythology.
INDUSTRY
Alcoholic beverage packaging
SCOPE
Packaging, illustration, brand identity, logo design, advertising, UX & UI
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How can branding represent ancient stories and bring time-tested alcohol to new audiences?
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Mead is an alcoholic beverage made by fermenting honey mixed with various ingredients. It’s also the oldest known form of alcohol, with an ABV ranging from 3.5% to more than 20%.
Mead has long struggled to break into the modern commercial market, due to a lack of widespread consumer awareness and limited mainstream distribution. As a result, many potential consumers are unaware of mead's unique flavors and the versatility it offers as a craft beverage in an oversaturated market.
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Dion highlights mead’s long ties to romantic tradition and to lovers in Greek mythology. Dion is positioned as a luxury alcohol experience, centered on storytelling, handcrafted flavors, and reviving centuries-old passion of both love and mead.
Copywriting that Attracts.
Dion celebrates mead’s aphrodisiac history and its strong connections to the Goddess of Love, Aphrodite. Within Medieval times, it was common for newlywed couples to drink mead daily, made from fermented honey for the month after their wedding: The period of time after the wedding drinking mead was called the “honeymoon”.
Dion highlights artisan flavor combinations that tie into Greek Mythology stories and mead’s unique history with love and romance.
Agape Limited Edition Set
Inspired by Baucis and Philemon, Dion’s Limited Edition Collection reflects a larger intention to immortalize themes of connection, love and flavors that transcend time. The set features a melomel sparkling berry mead with earthy, fruity and intense flavor notes inspired by the lovers’ commitment to their eternal love and timeless connection.
Toasting to New, Old Traditions.
AD CAMPAIGN
Mead was traditionally served at weddings as a celebratory aphrodisiac and during the honeymoons after: A true romantic elixir with centuries of tradition passed down. Campaign encourages the audience to create their own new romantic traditions as they revive as mead is positioned as a time-tested one. Each placement makes reference to the many lovers inspired by with their illustrations and colors