Cale: Brand Identity
Brand
Date
May 2021
Description
The brand identity for Cale centers on a minimalist aesthetic that bridges e-commerce functionality with editorial storytelling. Designed by Meiwen See, the visual system leans into earthy tones and botanical elements to define the identity of these alcohol alternatives. Techniques such as soft natural light and clean, deliberate composition anchor the project. The photography features organic textures—including fresh fruit, florals, and moss—set against a muted olive and cream palette. Across both digital layouts and product photography, the work prioritizes a contemplative, natural lifestyle aesthetic.
Style
Horizontal, Commercial, Earthy, Clean
Techniques
Natural light
Industries
Context
Advertising Campaign
Associated creatives
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