Year
2020
Client
LE MERIDIEN SAIGON
Category
Photography
Product Duration
2 - 3 Weeks
Barson is a handcrafted liquor brand that embodies a seamless blend of classic and modern aesthetics. This project focuses on creating a cinematic visual identity that captures the brand’s bold and sophisticated spirit. From the logo and typography system to the photography direction, every design choice was made to convey a sense of refined luxury while remaining approachable—just as Barson aims to position itself in the consumer’s lifestyle.
Inspired by the interplay of light and texture in classic noir films, Barson’s creative direction revolves around high-contrast lighting and deep, atmospheric tones. The photography embraces dramatic shadows and crisp highlights, accentuating the rich hues of the liquor and the reflective quality of glassware. Every visual detail is carefully curated to embody the brand’s essence: sophisticated, masculine, and culturally resonant.
From concept to realization, every detail of Barson was crafted with meticulous attention. The creative process centered on merging traditional craftsmanship with a modern aesthetic—preserving artisanal spirit while refining every visual element. Lighting, composition, and set styling were carefully calibrated to convey the brand’s essence—a seamless blend of handcrafted heritage and contemporary inspiration.
As the creative lead, I was responsible for shaping the visual concept and overseeing execution, ensuring that every element—from lighting and composition to color balance—embodied Barson’s identity. From the finest details in set styling to the narrative woven through photography, each aspect was intentionally designed to create a cohesive and evocative visual experience.
