The challenge was to create a wine company branding and packaging that caters towards young adults who give wine a miss when buying alcohol.

Well-known in the wine industry is that young adults are drinking less wine than other types of alcohol. A commonly held belief that puts off those younger is that wine is only for the old, snobby and rich.

This branding targets the snobby side of wine to convey a more palatable and approachable option by reimagining wine as proudly unsophisticated through naive illustrations, bright colours and unrefined type that disregard wine holding etiquette and champion drinking however you want.