Project Lev
Case Study
Branding and marketing strategy for a Judaic wedding keepsake brand
Consumer Goods
the challenge
The JCommerce Group was on a mission to make innovative Judaica products accessible to Jews everywhere.
Their newest line of products, Project Lev, was created to help couples capture the magical, fleeting moments spent under the chuppah. These specialized kits enabled couples preserve the shards of the glass broken at their wedding as a beautiful mezuzah.
With a logo and packaging already designed, the concept was strong, if not yet fully fleshed out. They needed a way to reach the right audience, and once they found them, a way to touch their hearts.
what was their next?
Our creative team got to work creating deliverables that were clear and compelling, introducing customers to an entirely new concept in a fun, fresh, and unforgettable way.
the process
We began by creating customized quirky and playful illustrations, bringing the product’s usage to life and infusing the brand with a memorable flair.
Under our creative direction, the product photography gained a trademark look, with dainty rose petals and pastel backgrounds setting the scene for dreamy, yet modern shots.
We conceptualized and directed a custom stopmotion video that displayed the products in action, with the video serving dual purpose as a marketing tool and a website feature.
Our creative team created all of Project Lev’s assets for social media advertising, providing them with the copy and stunning imagery for regular organic content, their website, and any other advertising they would need.
The copy called for couples to capture their precious wedding memories in a meaningful way, and with a semi-hilarious and relatable tone, we created the hashtag #ForKeeps that was used across social media.
The warm, relatable messaging carried over to the physical product as well.
Upon opening the packaging, recipients were greeted with a heartwarming message, and the kit’s contents carefully arranged in custom inserts.
the results
By giving Project Lev a clear, confident voice and identity, couples were able to connect with the product’s purpose and fall in love with everything the brand stood for.
And the brand’s biggest success? Transforming the magic of standing under the chuppah from a fleeting memory to a moment families could forever hold close - for keeps.
