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St Kilda to St Tropez: Captain Baxter X Minuty
Contribution
Concept Development, Graphic Design, Social Media Strategy
Date
October 2024
Link
I developed the concept, graphic design, and social media strategy for Captain Baxter’s 2024/25 summer partnership with Minuty, titled St Kilda to St Tropez.
Inspired by the elegance of the French Riviera, the campaign positioned Captain Baxter as a destination of sophistication, luxury, and escape, drawing a parallel between sun-drenched Saint Tropez and the allure of St Kilda.
The visual identity fused Provençal style with contemporary coastal minimalism, highlighting key elements like Minuty Rosé, seafood pairings, and beachside glamour. From social rollout to in-venue touchpoints, every detail was designed to transport guests to a European summer, without leaving Melbourne.
