Online wine sales continue to grow significantly, with different routes to market emerging and e-shopping responding to a younger consumer who is less tied to traditional wine aesthetic and more interested in seeing labels with personality.
Hungerford Hill didn’t distribute wine via these channels, so they were missing an opportunity to capture this market. In response we worked with Hungerford Hill to develop a new wine brand that could leverage off the Hungerford Hill equity and capture a younger audience.
The thinking was a response to The Underground Project – a name that captured the unlimited range of experimental wine styles created by the winemakers of Hungerford Hill.
The design was inspired by redacted documents, leaked experiments and secrets from the winemakers bunker. The idea meant we could change out shape, bottle size and copywriting easily across wine varieties – all with their own ‘secret’ story – but still have them look part of a set. This visual style was also to our advantage for online sales, where it needed to distinguish itself within a crowded market, with our bold stripes standing out amongst the crowd.