Salem Spirits

“Salem Spirits” is an awareness campaign and conceptual brand that highlights the risks of excessive drinking through a darkly playful narrative. Inspired by the idea that cats are said to have nine lives, the campaign contrasts this myth with the reality that humans only have one, encouraging more mindful choices around alcohol consumption. The branding draws on superstitions and symbolism, particularly the black cat and the number 13, which is often associated with bad luck. This is reflected in the choice of whisky as the featured drink, humorously positioned as being aged 13 years to reinforce the theme. Alongside the core concept, I developed a range of merchandise, including T-shirts and tote bags, to extend the campaign’s reach and create a cohesive, visually engaging identity!