The challenge:
"Remorse" is a wine label design created for a significant social awareness campaign called 'AFTERTASTE' aimed at combating drinking and driving in South Africa, launched by Spar.
This initiative encourages consumers to make responsible choices, be mindful of their alcohol consumption, and consider alternative modes of transport when necessary.
The full campaign included three separate designs: a beer label titled "Eternal Mourning," a gin label called "Grief," and my design, the wine label "Remorse."
The challenge was to design a wine label that spoke about this narrative using type design and illustration.
The solution:
The solution was to tell a visual story of regret, but also feel like a premium wine label. I crafted unique typography and etchings to bring these concepts to life.
The design elements featured here reference many aspects of the South African justice and legal system, from the buildings and architecture to our official South African coat of arms. Other symbology references alcohol and the idea of prison, and being locked up and convicted.
Remorse
Client: Spar
Agency: TBWA
Art Direction: James Howse
Label Design
Illustration
Lettering
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