After 8 years of brewing beer, Simba sought to enter the world of spirits. The entrant? ZigZag Vodka — an edgy and colorful brand that rejects the snobisms of high-end Vodkas and embraces stepping out of line. I worked with Simba's team to bring ZigZag to life by adapting the packaging identity (designed by Opposite in Goa) to the digital realm.

 

I, in collaboration with the creative team, strategized the design and roadmap for the product's digital launch. I executed the creatives, provided creative direction for the photo and video shoots (at times got my hands dirty with the photographers), and conceptualized celebrity partnership promotions which reached nearly 7 million people as of 2024.
 

In the 6 months I worked on this project before starting my Master's program at NYU, I helped set the tone for the brand's digital presence.