Fête de la Musique brings together people with very different levels of wine knowledge. The labels had to stay accessible without stripping away the product details a more confident buyer would expect, while each bottle still needed its own personality.

Working audience profiles helped test how the range might speak to people with different levels of wine familiarity. Early illustrations repeated the same saxophone pose, so the characters were redrawn with different instruments and movements. Loose illustration and overlapping type carry the energy of the festival, while consistent product information keeps the bottles connected as a range.

Each bottle has its own character while the shared lettering keeps the trio connected. The same illustrations extend naturally onto posters and totes, giving the concept enough flexibility to live beyond the label.

Self-initiated

• Brand Brainy - Honourable Feature