Arak Massaya
Arak is a Middle-Eastern liquor with roots tracing back to the 8th century during the Islamic golden age. It is traditionally poured over ice and mixed with water, causing a chemical reaction that shifts its color from clear to milky white. Massaya Winery, founded by two brothers after the Lebanese civil war, revived their family estate in the Bekaa Valley to produce this heritage drink. For this campaign, I partnered with a copywriting student to introduce Massaya’s brand of arak to non-Middle Eastern audiences by framing its shift in color as a metaphor for life’s subtle transitions.
