Krug Global — One iD. One Story

Overview

Developed as part of a comprehensive digital strategy, a new platform was designed to enrich champagne experiences. Users could unlock exclusive content by scanning a unique ID on each Krug bottle and delve into the bottle's journey, explore blend details and tasting notes, access food pairing suggestions and curated playlists for a personalized sensory adventure. Plus, enthusiasts could use the digital wine cellar feature to expand their collection, share moments on social media, and enjoy stories from Krug's chef de caves.

Role - Digital Art Director
Concept Development
Art Direction (Digital Branding)
Production + Post Production Oversight (Digital Development)
Project Lead

Project
Digital Design
Digital Branding

Digital Branding

A cohesive and flexible design system was implemented across Krug's digital touchpoints, including website, newsletter, social media, and responsive mobile experiences. The art direction needed to elevate from the existing brand guidelines for digital applications. This involved refining the color palette for screens and simplifying it to maintain the brand's characteristics and ensure a strong visual impact without dilution.

Project Team — Proximity BBDO
Audrey Tamic, Ian Swan