Apothic Wine Chatbot

Client: Apothic Wine
Project: The Apothicary Cocktail Chatbot
Role: Creative Lead, Art Director, Photographer
Deliverables: Hero imagery, cocktail photography, digital content for website and chatbot experience

The Brief

Apothic needed a set of engaging images for a digital experience that matched wine enthusiasts with specialty cocktails crafted with their preferred wine type. The challenge: drive trial by creating images that felt personal and sophisticated while encouraging consumers to look at Apothic’s portfolio in new and unconventional ways via an innovative, interactive tool.

My Role Creative Direction

While the development team built the chatbot functionality, I led the creative vision that brought the brand experience to life:

Art directed all product photography – lighting, composition, styling (prop and cocktail)

Developed visual language: moody, mysterious aesthetic matching Apothic’s dark, premium positioning

Directed lifestyle photography showing wine in aspirational contexts

Created visual assets optimized for both desktop and mobile chatbot interface

Ensured brand consistency across all touchpoints

The Creative Approach

I leaned into Apothic’s “dark wine” brand identity through:

Dramatic lighting emphasizing the wine’s deep ruby tones

Rich, patterned, Gothic backgrounds reinforcing premium feel

Close-up product shots highlighting bottle details and label artistry

Lifestyle moments showing intimate, sophisticated consumption occasions

The photography needed to work hard – driving desire while fitting within the chatbot’s compact visual real estate. Every image was optimized for quick comprehension and emotional impact.

Outcome

The chatbot became a key digital engagement tool for Apothic, with photography assets repurposed across social media, email campaigns, and retail marketing. The visual approach successfully elevated the brand while maintaining approachability.