FITZROY UNTRADITIONAL GIN
This was an individual project where I personally crafted the brand personality for F.U.G, transforming it from a craft gin into a bold cultural icon that embodies Fitzroy’s eclectic spirit. Targeting 20-29-year-olds in Melbourne’s vibrant suburb, the campaign redefined the gin as more than a drink—it’s an experience that celebrates local authenticity, creativity, and community.
By tapping into the creative pulse of the area, I positioned F.U.G as the spirit of Fitzroy, capturing its dynamic lifestyle through engaging digital storytelling, impactful video content, and social media initiatives. The campaign’s strategic narrative and creative execution not only highlighted the gin’s distinct flavors and local ingredients but also resonated deeply with a young, discerning audience, positioning F.U.G as the ultimate expression of untraditional, authentic urban identity.
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