Old Fat Unicorn Wine
Success by design
Everything from the bottle top to the canvas of the label was investigated as potential real estate for the creative work.
The challenge: The Australian pinot noir market has almost doubled in size in the last few years. There’s plenty of choice for the customer, but it’s still mostly focused on the premium market. Pinnacle Drinks, partners with specialist wineries to make exceptional quality, taste & value wines, wanted to create packaging for their new pinot noir, a lighter, more ‘sessionable’ red wine that still offers a complex taste. It’s priced keenly to appeal to a broader market and to introduce more people to the wine varietal. It’s also suited to day-time drinking occasions – a growing trend in Australia and globally. Their brief to our team: they wanted a unique, innovative design that not only turned heads and lived up to the reputation of its fun, light-hearted name, but also to ensure that customers, deliberating on what to choose when in-store, chose this bottle over its pinot peers. For this wine to do well, it needed to provide a compelling, visually led call to action on the shelves. It had to be colourful and creative but still radiate a premium feel that elevates the quirky name.
Old Fat Unicorn Wine
Success by design
Everything from the bottle top to the canvas of the label was investigated as potential real estate for the creative work.
The challenge: The Australian pinot noir market has almost doubled in size in the last few years. There’s plenty of choice for the customer, but it’s still mostly focused on the premium market. Pinnacle Drinks, partners with specialist wineries to make exceptional quality, taste & value wines, wanted to create packaging for their new pinot noir, a lighter, more ‘sessionable’ red wine that still offers a complex taste. It’s priced keenly to appeal to a broader market and to introduce more people to the wine varietal. It’s also suited to day-time drinking occasions – a growing trend in Australia and globally. Their brief to our team: they wanted a unique, innovative design that not only turned heads and lived up to the reputation of its fun, light-hearted name, but also to ensure that customers, deliberating on what to choose when in-store, chose this bottle over its pinot peers. For this wine to do well, it needed to provide a compelling, visually led call to action on the shelves. It had to be colourful and creative but still radiate a premium feel that elevates the quirky name.