The brief outlined creating two new labels for an existing local winery as well as an innovative marketing approach with the aim of attracting a new younger target market.

These new wine labels for Hesketh prioritise connection over wine or the brand themselves stemming from the research-based insight that young adults drinking less wine is more of a social problem than one of taste. 

Through an illustrative approach these labels centre the connection that wine can facilitate to create a subconscious association that wine equals a fun time with friends. The design of these labels and their unconventional decentring of the wine and brand follows the winery’s personality of ‘an aversion to convention’ and a priority to ‘Have fun!’

Following the same insight of the wine labels, this marketing approach is all about encouraging connection foremost through a pop-up social event at the winery titled ‘Take a seat’ in reference to the label illustration. This a physical experience to stand apart in the digital over-saturation that young adults are often exhausted by.