Morgane Zemmali
← Belle Rouge Creative DA Brief Campaign 26.04

Taste Loud.
Stay Rouge.

Bière rouge artisanale 8%, brassée aux jus de cerise, fraise et pomme. Une marque qui parle fort, qui se boit en plein cagnard, sans détour.

Pop · Playful · Loud Cherry × Pink × Cobalt 8% vol · 5 IBU · Or Frankfurt 2022
Belle Rouge can
new
flavour
drop
01 · Brand positioning

Une bière rouge qui refuse d'être discrète.

Belle Rouge n'est pas une bière de cave. Elle se boit en plein soleil, sur un capot, entre potes, avec des ongles rouges. Le produit est artisanal et médaillé. Le langage est pop, direct, sans complexe.

Tagline principale

Taste Loud.
Stay Rouge.

Manifesto en 4 mots. Le goût est le bruit. Le rouge est l'identité.

Tagline produit

Ouvertement
fruits rouges.

Honnête sur la recette: cerise, fraise, pomme, haute fermentation, jus naturels.

Promesse

N°1 Bière Rouge.
Médaillée.

Or Frankfurt 2022, Argent World Beer 2022, Argent Lyon 2023. Le palmarès est un argument pop.

02 · Audience

Pour qui on tape, pour qui on tape pas.

Audience cible

  • 22 à 32 ans urbains, scrolleurs Insta TikTok
  • Sensibles à la mode pop, Y2K revival, glossy editorial
  • Boivent en social: apéro entre potes, terrasse, festival, before
  • Cherchent une bière qui ne ressemble pas à une craft de cave
  • Aiment les marques qui ont une voix forte, un goût visuel, une attitude

Pas pour

  • Connaisseurs barbus en cave bière artisanale tungstène
  • Univers gastronomie sérieuse / accord mets boisés
  • Codes traditionnels brasserie type étiquette vintage
  • Tout ce qui sent l'effort technique ou l'expertise verticale
03 · Visual DNA

Une palette qui hurle.

Cinq couleurs, pas plus. Le cherry rouge est le signal. Le pink bubblegum est la respiration. Le cobalt est le ciel. Le cream est l'air. L'ink noir tient la typographie. Tout le reste est interdit.

Cherry
#E31E2A
Bubblegum
#F49AC2
Cobalt
#0E2A5A
Cream
#FFF6EE
Ink
#161015
04 · Typography

Chunky bubble serif pour crier.

Une seule famille pour la voix de marque: un serif bubble extra-bold italic, glossy, surdimensionné, à la limite du Y2K. Le sans-serif est neutre, technique, réservé au footer et aux mentions légales.

Display · Headline
Belle Rouge.
Fraunces 900 Italic ou équivalent (Cooper Black italic, Recoleta Black italic, custom bubble serif). Chunky, glossy, serif arrondi. Toujours en italic pour le mouvement. Couleur cherry ou ink, jamais pink sur cream.
Body · Specs
BRASSERIE NEPO · 44CL · 8% VOL
Inter 400 / 600 / 700 ou system sans. Uniquement pour mentions, badges, footer, packaging specs. Toujours en uppercase letterspaced pour les badges, toujours en sentence case pour le body.
05 · Photography direction

Soleil dur, ombres nettes, peau glossy.

Le shoot vit dans une seule lumière: midi California, soleil au zénith, pas de diffusion, pas de réflecteur, ombres au sol. La peau brille naturellement par la sueur et le gloss. Les couleurs poppent parce que le soleil est dur, pas parce qu'on a poussé la saturation en post.

Camera

Sony A7III · 35mm 50mm

Deep focus sur la canette. Fish-eye 8mm pour les action posters wide. Pas de portrait 85mm flou, on veut le détail.

Lighting

Harsh midday sun

Ciel cobalt sans nuage, ombres nettes sur l'asphalte, halation autour des reflets aluminium.

Finish

Glossy magazine

Pas de grain film, pas de filtre nostalgique. Crisp, clean, pop. Saturation cherry et pink poussée juste au seuil du néon.

Location reference
Location

Parking lot vide.

Asphalte gris, lignes rouges peintes, palmiers flous, sedan rouge 90s en arrière-plan, pas de figurants.

Wardrobe reference
Stylisme

Polka dot body.

Body mock-neck rouge et rose à pois, jean droit washed, sandales chunky platform pastel pink. Pas de robe, pas de noir.

Beauty reference
Beauty

Cherry winged liner.

Eyeliner graphique cherry étendu, blush pink saturé haut sur les pommettes, lips clear gloss, freckles visibles, ongles cherry red almond.

06 · Shot list

9 plans qui racontent la campagne.

9 plans validés qui couvrent l'arc de la campagne. Belle Rouge se boit en groupe, jamais seule. Chaque plan capte un moment différent: le rituel partagé, le portrait pris sur le vif, le geste signature, le détail produit.

Cooler grab ritual
01 · Rituel partagé

Cooler grab.

Voir le prompt
Editorial group chill campaign still, 4:5 vertical, ultra-realistic glossy, harsh midday on-camera flash exterior look, sharp shadows, deep saturated colors. Top-down POV inside the open trunk of a glossy cherry red 1990s sedan parked on white asphalt, deep cobalt sky visible above the open hatch, palm fronds peeking in. A vintage red and white cooler sits in the middle of the trunk filled with crushed ice and tall slim Belle Rouge cans, condensation, frost on the rim. Four arms reaching in from different edges of the frame to grab cans, only hands and forearms visible, no faces, no torsos, faces fully cropped out by the frame. The arms wear stacked gold bracelets, beaded bracelets, friendship strings, rings on every finger, cherry red glossy nails on one of the hands. One can already half pulled out of the ice dripping water back into the cooler. Harsh flash glare on the wet cans and ice, sharp specular highlights, saturated cherry and pink palette, magazine glossy finish.
Asphalt sit + standing crew
02 · Lifestyle

Asphalt sit + crew.

Voir le prompt
Three-quarter low-angle, the model sitting on the sun-bleached white asphalt parking lot leaning against the rear wheel of a glossy cherry red 1990s sedan, knees folded, Belle Rouge can resting on her thigh. Two faceless friends standing on either side of her cropped at the chest showing only torsos, denim-clad hips and bracelet-stacked arms, the model the only readable face looking up at the camera with a soft smirk.
Sony A7III, 35mm prime, harsh midday sun + on-camera flash.
Specific textures: cherry paint reflection on her cheek, bracelet shimmer, painted red traffic line at her feet.
Palette: cherry, bubblegum pink, deep cobalt sky.
Worm's eye clink
03 · Iconique

Worm's eye clink.

Voir le prompt
Worm's eye low-angle wide · two cans clinking mid-air against the sky · focus on the foam burst between the rims. Two faceless feminine forearms entering from the lower corners, wrists stacked with gold bangles, beaded bracelets, woven friendship strings, chunky pink resin cherry rings, cherry red glossy almond nails. Two tall slim Belle Rouge cans held vertically, rims meeting at the top of the frame. Sun-bleached white asphalt parking lot at the very bottom edge, painted red traffic line just visible, glossy cherry red 1990s sedan side panel filling the right edge of the frame as a vertical wall of color, palm fronds softly bowing into the upper corners, deep cobalt cloudless sky filling most of the background. Extreme bottom-up framing 24mm wide, the two arms entering symmetrically from the lower left and lower right corners cropped at the elbow, hands gripping the cans, the rims meeting dead center top with a burst of white foam erupting between them, droplets fanning outward frozen mid-air. Sony A7III, 24mm wide, deep focus on the foam and rims, soft fall-off on the arms. Texture tokens: foam thread spanning the gap between rims · bracelet shimmer on one wrist · cherry paint specular highlight on the side panel · droplet trails arcing across the cobalt sky · halation behind the cans against the sun. Cohesive aesthetic: a high-octane Y2K pop-art vibe driven by intense saturation, direct on-camera flash stacked over harsh California midday sun, double hard-edged shadows, and halation on every glossy or chrome surface. The palette clashes cherry red and bubblegum pink against deep cobalt sky, sun-bleached white asphalt, and aluminum reflections, deep contrast, glossy editorial render. Visual influences: Petra Collins meets Tyrell Hampton, Slim Aarons noon energy.
Two girls candid
04 · Social capté

Two girls candid.

Voir le prompt
Tight close at selfie distance, the freckled redhead model dominating the right side of the frame leaning in toward the lens, her cheek pressed against a faceless friend's cheek who occupies the left side cropped at the chin and forehead showing only laughing mouth and ear, both girls grinning toward the lens with the model in a confident smirk and the friend in a wide laugh. Belle Rouge cans visible at chest level, condensation. Deep cobalt cloudless sky filling the upper background, palm fronds peeking in, glossy cherry red 1990s sedan glimpsed below.
Sony A7III, 24mm wide selfie distance, harsh midday sun + on-camera flash.
Specific textures: freckle micro-detail, lip gloss thread on the model, sweat sheen on glossy skin, hair flyaways, cobalt sky reflection in the can.
Palette: cherry, bubblegum pink, deep cobalt sky.
Heel crush macro
05 · Signature

Heel crush.

Voir le prompt
Macro top-down on sun-bleached asphalt with painted red traffic line, a single pink chunky platform sandal worn by a slim feminine leg in rolled blue jean entering from the upper right, heel pressing down hard onto a Belle Rouge can lying on its side, aluminum buckling, sharp metallic creases breaking the sunburst pattern, pink-red foam erupting outward, beer pooling on the painted red line.
Sony A7III, 100mm macro, harsh midday sun + on-camera flash.
Specific textures: foam burst frozen mid-air, crushed aluminum creases, painted red line stroke, asphalt grit.
Palette: cherry, bubblegum pink, white asphalt.
Cooler splash action
06 · Action

Cooler splash.

Voir le prompt
Profil 3/4 hauteur poitrine du coffre ouvert. La modèle penchée sur le cooler à mi-corps, bras enfoncé dedans jusqu'au coude, eau glacée qui éclabousse, deux bras de copines par derrière qui plongent en même temps. Ambiance bagarre amicale.
Grimace cheeky thrust
07 · Attitude

Grimace cheeky.

Voir le prompt
Pop action campaign still, vertical 9:16, hyper-glossy commercial finish, no text, no headline, no badges, no graphic overlay, pure photographic image.

LOCATION: sun-bleached white asphalt parking lot with painted red traffic lines visible at the bottom of frame, palm trees soft out of focus on left and right edges, deep cobalt cloudless sky filling the upper half, harsh midday California sun, sharp crisp shadows.

MODEL: the freckled redhead model from the moodboard, tight three-quarter shot from chest up, body leaning slightly forward toward the camera. She is pulling a playful exaggerated grimace, nose scrunched up, one eye squeezed shut, the other narrowed, top lip curled up showing her front teeth in a mock-disgust face, tongue slightly poking out the side of her mouth, eyebrows pinched together. Cherry red graphic winged eyeliner, bubblegum pink cream blush blown out high on the cheekbones, glossy clear lips, micro freckles glowing in the sun, hair tousled and catching warm side light, small pink resin cloud earrings dangling. She wears the red and pink polka dot fitted mock-neck bodysuit.

HERO ACTION: her right arm extended forward toward the camera at chest level, fist tight around a Belle Rouge can fully crushed in her grip. The aluminum is visibly buckled and folded inward, sharp metallic creases distorting the red and pink sunburst pattern, "belle rouge" black serif wordmark warped along the dent, raspberry and cherry icons twisted, "NEPO" stamp still partially visible.
Macro hand on can
08 · Détail produit

Macro hand on can.

Voir le prompt
Macro tight crop, single feminine hand gripping the body of a Belle Rouge can, fingers wrapped firmly, condensation droplets between the knuckles. Cherry red glossy almond nails, two thin gold rings, chunky pink resin cherry ring on the index. No face in frame, just the hand and the can pattern.
Sony A7III, 100mm macro, harsh midday sun + on-camera flash bouncing off the aluminum.
Specific textures: pink resin cherry gloss, gold ring scratch detail, water droplet trails on the can curve.
Low-angle laughing portrait
09 · Portrait

Laughing portrait.

Voir le prompt
Editorial beverage campaign portrait, 3:4 vertical. Freckled redhead model, cherry red graphic winged eyeliner, bubblegum pink cream blush high on cheekbones, glossy lips, red and pink polka dot fitted mock-neck bodysuit, washed straight blue jeans, pink platform sandals. Low hero angle from waist height, she stands feet planted on white asphalt parking lot, holding a tall slim Belle Rouge can at hip level, head tipped back laughing into harsh midday California sun. Cobalt cloudless sky filling top half of frame, single palm tree out of focus far right. Sharp shadows, glossy skin, halation around the can. Sony A7III, 35mm, deep saturated reds and pinks.
07 · Posters

4 posters qui portent la voix.

Un Anchor poster qui locke le langage graphique de la marque (typography hero stack), trois Echos qui déclinent l'attitude sur des axes différents : portrait intimate, action fish-eye, awards heritage. Tous partagent la même grammaire (Fraunces 900 italic, palette cherry/pink/cobalt/cream, stickers wavy + black starburst, sparkles).

Taste Loud Stay Rouge
Anchor · Typography hero stack

Taste Loud. Stay Rouge.

Voir le prompt Anchor
Editorial pop poster, vertical 9:16, hyper-glossy commercial.

BACKGROUND: vertical gradient saturated cherry red top to bubblegum pink bottom, subtle radial sunburst echo behind the hero. Tiny cream-white sparkle stars scattered.

HEADLINE: massive chunky retro display type filling the top two-thirds of the poster, layered Y2K bubble style. Line 1 "TASTE" in cream-white glossy bubble serif italic with cherry red outline. Line 2 "LOUD." italic same font slightly larger. Line 3 "STAY" cream-white. Line 4 "ROUGE." in glossy cherry red with cream-white outline, biggest of all, slight tilt right. Each line stacked with varying sizes, playful kerning, soft drop shadow.

CENTER: one tall slim Belle Rouge can floating slightly tilted 15 degrees in the lower third of the frame, condensation droplets, pink-red mist erupting from the open tab, two stem cherries floating beside it, halved strawberry on the other side.

BADGES: small wavy cream circular badge top right with cherry red outline "OR FRANKFURT 2022" with medal icon. Small black starburst top left with handwritten cream-white script "new" tilted -12 degrees.

FOOTER: tiny cream uppercase letter-spaced sans "BRASSERIE NEPO · 44CL · 8% VOL · 5 IBU" centered at the bottom.

Cohesive aesthetic: high-octane Y2K pop-art, glossy editorial finish, hyper-saturated cherry red and bubblegum pink palette, magazine print quality.
T'as goûté ?
Echo · Question hook portrait

T'as goûté ?

Voir le prompt Echo
Vertical poster 9:16, same brand language as the Anchor poster.

The freckled redhead model fills the entire frame in tight head-and-shoulders close-up, cherry winged eyeliner sharp, freckles glowing, one eyebrow raised cheeky, knowing side-eye locked on lens, lips slightly parted in a quiet smirk, holding a tall slim Belle Rouge can against her cheek at lip level, condensation droplets visible.

Headline overlay across her forehead and temple: "T'AS" smaller cream-white upper, "GOÛTÉ ?" biggest cherry red emphasis below, the question mark oversized curving toward her eye, headline soft drop shadow lifting it above the skin.

Wavy cream circular badge with cherry red outline floating in the lower left corner near the can: "OUVERTEMENT FRUITS ROUGES" with cherry icon. Tiny cream sparkle stars only at the eye level.

Footer body "BRASSERIE NEPO · 44CL" tiny along the bottom edge.
Pop the rouge
Hero action · Fish-eye thrust

Pop the rouge.

Voir le prompt
Pop action poster, vertical 9:16, hyper-glossy.

PHOTO BACKGROUND: parking lot with painted red traffic lines warping outward from fish-eye distortion, palm trees curving on the edges, deep cobalt cloudless sky, glossy cherry red 1990s sedan small in the back, harsh midday sun. The freckled redhead model stretched in fish-eye perspective, thrusting a tall slim Belle Rouge can directly toward the camera, can dominating the lower foreground oversized, "belle rouge" wordmark giant. Her face partially visible behind the can, one eyebrow raised, eyes locked on the lens with a cheeky knowing side-eye, laugh.

GRAPHIC OVERLAY: headline arched along the top following the fish-eye curve, "POP THE ROUGE." in chunky cream-white bubble serif with cherry red outline, letters tilted along the curve.

ACCENTS: small black starburst badge top left with handwritten cream-white script "new" tilted -12 degrees. Tiny cream-white sparkle stars scattered around the can. One wavy cream circular badge with cherry red outline bottom right "TASTE LOUD" with cherry icon.

FOOTER: tiny cream uppercase letter-spaced sans "BELLE ROUGE · NEPO · 44CL" centered along the bottom curve.

Cohesive aesthetic: high-octane Y2K pop-art, glossy editorial finish, harsh midday flash exterior, cherry red and bubblegum pink palette against cobalt sky, magazine print quality.
Or Frankfurt 2022
Echo · Awards heritage

Or. Frankfurt. 2022.

Voir le prompt Echo
Vertical poster 9:16, same typography hero system as the Anchor poster.

Headline 3 lines stacked in the same layered hierarchy as the Anchor: "OR." / "FRANKFURT" / "2022.", with "2022." as the largest line and the cherry red emphasis line.

Tall slim Belle Rouge can floating in the lower third of the frame, condensation, two realistic gold medals with red ribbons floating on either side of the can, "OR" engraved on each medal.

Black starburst top left with "médaillée" handwritten as in the Anchor, tiny cream sparkle stars dense around the medals, footer body "BRASSERIE NEPO · 44CL · N°1 BIÈRE ROUGE".
Une bière rouge
qui se boit fort.
Brasserie NEPO · 44 cl · 8% vol · 5 IBU
Médaille d'or Frankfurt 2022
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