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One of my favorite projects of the year is officially live. 💜
Today we opened registrations for the 6th edition of Ideš i piješ, one of Croatia's most unique food and wine festivals.
For the past few months, I've been part of the organizing team, leading marketing and communications while coordinating partners, sponsors, participants, and all the details that happen behind the scenes before an event comes to life.
This project is a reminder that event marketing is so much more than social media posts or ad campaigns. It's about creating an experience people genuinely look forward to and remember long after it's over.
I'll also be returning as one of the event hosts, guiding a group through a 10 km route filled with local wineries, distilleries, craft beer, incredible local food, and, to finish the day, a free open air concert.
Seeing months of planning finally become reality never gets old.
Grateful to be part of a team that pours so much passion into creating something special every summer. I can't wait for August 29th! 🍷
If you're planning a trip to Croatia at the end of August (or you're already here), we'd love to have you join us.
Register here: https://prijava.idesipijes.hr/
#EventMarketing #Marketing #Communications #EventManagement #ProjectManagement #BrandExperience #Croatia #Freelance #WineFestival
That design really gives the artistic and unique looking at the same time while staying minimalist. I like the execution and idea. Good work!
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🏷️ The Project Metadata
Project Title: DeVine Wines — Luxury Brand Identity & Digital Experience
Role: Lead Brand Designer & Creative Director
Tools Used: Figma, FigJam, Envato AI Hub, CapCut
Project Description
Project Overview
DeVine Wines is a premium luxury rebrand built on the intersection of human creative direction and generative AI tools. The project demonstrates how to break past predictable automation to build a deeply rooted, cohesive, Michelin-star brand identity across digital, physical, and hospitality ecosystems.
The Creative Journey
The Human Pivot: The initial automated generations yielded highly predictable industry clichés (a standard wine glass and grapes). Recognizing the need for depth, human curation stepped in to pivot the concept toward authentic sommelier history: the traditional silver Tastevin cup.
Refinement & Customization: Transforming flat, geometric AI sketches into high-end brand assets by injecting reflective liquid-platinum textures and high-contrast studio lighting profiles.
The Physical Ecosystem: Scaling the visual assets into bespoke physical retail goods, featuring laser-engraved wooden collector boxes, structured charcoal-and-leather totes, high-shine apparel, and beautifully frosted, etched glassware.
The Digital Flagship: Translating the premium physical aesthetic into an immersive, editorial dark-mode e-commerce web presence styled with sophisticated typography.
The wooden gift box packaging really sells the luxury angle before anyone even opens the bottle. Was that packaging part of your original scope or something that grew out of the brand identity work?
Stop blaming your ads. It's not always a traffic problem it's a math problem.
Most founders think, "If I can just get more traffic to my site, I’ll hit my revenue goals."
So they dump more money into Meta, TikTok, and Influencer marketing. But if your funnel doesn't convert, more traffic just equals more wasted ad spend.
It’s like pouring water into a leaky bucket. The size of the hose doesn't matter if the bucket still has holes.
Before you increase your ad budget, look at your "Leaky Bucket" metrics:
Bounce Rate: Are people leaving before they even read your headline?
Path-to-Purchase: How many clicks does it take to get to the checkout? (Hint: If it's more than 3, you're losing customers).
Cart Abandonment: Are they adding to cart but disappearing at shipping?
Stop paying to fill a leaky bucket. Fix the funnel, then scale the traffic.
Fact. Nice one
Project Title: Razzl Redesign: Elevating Refreshment via Human-Directed AI
Overview:
A strategic campaign concept designed for the Nigerian beverage brand, Razzl. The goal was to elevate the brand from standard plastic bottles to a highly marketable, premium aluminum can architecture, showcasing a cohesive digital rollout across their four core flavors: Orange, Lemon, Cola, and Pamplemousse.
The "Human by Design" Approach:
Strategic Architecture: Rather than letting AI generate random concepts, I deliberately engineered a uniform product design across multiple flavors to simulate a real-world product launch.
Cultural Context: I structured the campaign around 9 distinct local lifestyle scenarios (including Lagos nightlife, local football fields, and traditional weddings) to ensure the visual assets resonated with the target demographic.
Post-Production & Direction: I transformed static AI generations into short B-roll clips, then took the director's chair to edit a fast-paced 44-second commercial synced to a custom-generated Afrobeats track, complete with an original voiceover.
BACK END OF MY CAPCUT DESIGN
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