Utilizing the brand concept and amplifying its Irish heritage, we augmented the emotional connection between the target audience and Illuma. We endeavored to create a campaign that would capture the essence of the artisanship and dedication that goes into the product, thus achieving the premium essence of the branding identity.
Furthermore, we wanted to deliver a sense of exclusivity, native to the luxury product category. Therefore we partnered with acclaimed design studio Shang Xia to create cases for the product as well as a one of a kind customized gold spoon.
A pinnacle point in the successful implementation of this strategy would be to generate substantial engagement, which would subsequently allow for the release of an expanded product series.