Poolside with Luckett

Art directed a poolside lifestyle photoshoot for Luckett Vineyards, built to support the brand's growing canned wine line and shift its visual language toward a more casual, social sensibility.

The challenge was to position Luckett's cans as an everyday summer staple rather than a formal wine occasion, showing the packaging living naturally in the moments it was actually designed for: floating in a pool , tucked into a neon PVC cooler bag, lined up poolside, or waiting by the ladder to be cracked open.

Shot list, styling, and prop direction were built around bold pool blues and saturated can colours, with loose, unpolished styling that keeps the focus on the product while reinforcing a laid-back, aspirational summer mood.

Impact:

+ Refreshed Brand Positioning: Moves Luckett's canned line from vineyard-formal to grab-and-go summer staple

+ Elevated Content Library: Delivers a versatile set of lifestyle assets for social, e-commerce, and retail use

+ Stronger Product Visibility: Keeps packaging design legible and central across every shot

Luckett Vineyards' summer shoot shows how a shift in setting and styling can reposition a product line without touching the packaging itself, letting the cans do the talking in a context customers actually recognize.