90’S REMIXED
BRIEF
For the Spring/Summer cocktail launch, The Ministry wanted to create a campaign that celebrated the nostalgia of the 90s while appealing to a contemporary audience. The challenge was to honour the decade’s remix culture while presenting cocktails with sophistication and style.
APPROACH & CREATIVE DIRECTION
Drawing inspiration from 90s dance music records, I developed a visual identity that blended retro energy with a modern edge. The creative direction was designed to feel vibrant and dynamic, yet polished, inviting members to step into a nostalgic oasis where the past and present collided.
EXECUTION & OUTCOME
The photography was directed to showcase each cocktail in its prime, capturing crisp, sharp imagery that highlighted the sophistication of the glassware and delicate garnishes. To bring the campaign to life, creative assets were rolled it out across multiple touchpoints from fly posters, email marketing, social content, through to a bespoke cocktail menu designed in the style of vinyl sleeves. This menu not only carried detailed drink descriptions but also offered a tactile, collectible element that echoed the physical culture of the 90s.
The launch event itself became a multi-sensory experience, with industry experts and members invited to indulge in the reimagined flavours. The campaign successfully balanced nostalgia with refinement, creating a playful but elevated brand experience that resonated with members and cemented the seasonal cocktails as a highlight of the Ministry calendar.
Photography: Beau Gervais
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