Spier Wines, a reputable South African wine producer, has always positioned itself as 'The Art in Wine', celebrating not only the skill of winemaking but all artistic endevours.
The challenge lay in creating a festive promotion that would celebrate the brand positioning of 'The Art in Wine'. Like wine, art speask to us. It lets us discover something about ourselves. For this promotion we wanted to truly capture this reality. We turned our focus to the wine bottle itself, literally turning a piece of it into a work of art.
We created six unique cork designs using commonly utilised wine descriptors, which could also be used to describe someone's personality traits: lively, elegant, complex, balanced and bold. These designs were translated onto necktags, along with a decriptor of each, inviting you to choose the one that spoke to you.
The bigger surprise would be that your design of choice was also printed directly onto the cork itself, which could be turned into a Christmas tree decoration using the pin provided. This made the Spier fetive corks collectors' pieces and encouraged people to buy the full collection.