Figlia x Jan Steen | Ad Campaign
Adobe Photoshop, Illustrator
Figlia x Jan Steen poster expansion
BACKGROUND:
Figlia is a non-alcoholic aperitif brand founded by Lily Geiger, born out of a desire to have more honest and inclusive conversations around alcohol consumption. DESIGN PROBLEM: Create an ad campaign that markets Figlia beverages using a system of artwork.
TARGET AUDIENCE: 21-45 year olds with a taste for alcohol, who are curious about leading a more sober lifestyle.
DESIGN PROCESS: When conceptualizing this project, I kept coming back to the old Dutch painters and their proclivity for depicting the glory and gluttony of the Golden Age. Contrasting this with the sober curious ethos of our modern times felt like an interesting juxataposition to explore. In a goblet, as often photographed on their website and socials, Figlia looks beautiful and feels at home in these paintings.
Once I settled on using art from this era, I gathered a few images of Figlia in appropriate glassware from their social media accounts and then researched Dutch painters who specifically depicted people feasting from these bountiful tables. I used Adobe Fonts and Google Fonts to find a typeface that would match the older, luxurious mood of the artist’s era, while serving as a contrast to the brand’s iconic modern sans-serif logo.
DESIGN SOLUTION: The campaign exhibits bottles and glasses of Figlia within the colorful, satirical, and self-indulgent world of the artist, Jan Steen. The goal was to reimagine the debaucherous characters of Steen’s paintings drinking non-alcoholic aperitifs instead of the alcoholic beverages they were likely consuming, while exhibiting as much enthusiasm.
The three paintings used in this campaign are The Merry Family, 1668; The Parable of Rich Man and Lazurus, 1677; and The Dissolute Household, 1664. The typeface used for all non-logo purposes is ‘Fields Display’, which serves as a soft serif contrast to the bold sans-serif logo.
COLOR PALETTE
TYPEFACE
Body Text
Fields Display
Upper Case ABCDEFGHIJKLMNOPQRSTUVWXYZ
Lower Case abcdefghijklmnopqrstuvwxyz
Symbols ÂÊÔăâêô
Numbers 1234567890
Punctuation and More ‘?’“!”(%)[#]{@}/&\<-+÷×=>
EXPANSIONS
Social media expansion
Website expansion