the Challenge:
Design and launch of Estathé’s first “limited edition” in can format for Summer 2024.
Character development and illustration design for each lemon and peach can.
the Process:
Capturing attention with irony and lightness, creating a sense of exclusivity and belonging to a community through the development of a concept that reflects the brand’s values and encourages the collectability of the cans.
the Solution:
“Which kind of beach type are you?”
This is the idea behind the new Estathé limited edition: an ironic and carefree collection, fully aligned with a summer spirit.
The cans humorously portray the characters who populate our beaches—from the “serial reader” to the “selfie queen”—inviting people to recognize themselves in them and feel part of a joyful, sunny community.
From the initial concept through to its digital activation, every phase was designed to strengthen engagement, creating an immersive and coherent experience.
This integrated strategy allowed the brand not only to tell the story of summer, but to let people live it—offering an ironic and participatory way to be part of the narrative.
the Result:
A true summer must-have that succeeded in winning over not only Estathé lovers, but also everyone who identifies with the carefree and ironic spirit of Italian beaches.