hello@buffet.digital
Suite 1-2, Level 6, 2-12 Foveaux Street, Surry Hills, NSW, 2010
© Buffet
We acknowledge the 29 clans of the Eora Nation, the Traditional Owners of this land.
We pay our respects to Elders past, present and emerging, and recognise the continuing connection to lands, waters and communities.
This big, bold, effortlessly drinkable bottled cocktail brand was born by Solotel hospitality group out of 2020’s lockdown numero uno. Big Mood came to Buffet to help craft the brand’s personality and launch it out of their dreams and into the zeitgeist, cutting through the now well-worn bottled cocktail space. The vision for Big Mood sits at the intersection of art, fashion, design and culture, and so our work on the content around it had to reflect this.
Launching a brand is a little more complex than launching a venue because the story, personality, look and feel has to be built from absolute scratch, there’s no existing chef personality or story to draw upon, it has to be crafted from toes to nose – luckily with this project we were handed an incredible brand graphic identity to work with, created by the Big Mood team. In a bottled cocktail sea of millennial minimalism, Big Mood’s Balearic graphic shapes and clashing colours set it apart from the get-go.
For content inspiration, we looked beyond food and drink to Gen Z beauty brands, fashion and rave posters from the ’90s, and Memphis-style interior design from the ’80s. We gave each cocktail in the core range its own personality broken into time of day, mood, occasion and pop culture reference. The copy and tone of voice had to be self-referential: chatty, smart, inclusive, at times chaotic, leaning on lowercase captions, sporadic CAPSLOCK and DM-slang. Less ad guy, more tipsy human texting a friend at 10pm.
To launch, one needs owned content, ideally mapped out in two phases: teaser and evergreen. We concepted two shoots: a video for launch and a lifestyle shoot for ongoing promotion. The video concept all began with a simple enough idea. Animated projections of the bottle label art! House party but abstract! Shadow play! A dancer! The final export? A master launch video, social cutdowns and product photography sent live over six weeks.
The second shoot injected aspirational imagery into the mix, moving away from traditional food, drink and product shoot constraints and into the space of fashion and street style. True to brief, it was an extremely fun evening, which shines through in the finished shots. Once rolled out, the press requests began rolling into their DMs. Consider it PR by proxy. Ongoing for Big Mood, we execute high and lo-fi Reels and stills content that continue to entice the customer to re-stock, then re-stock again.
