"Remorse" Wine label design for a large social awareness campaign to help combat drinking and driving in South Africa.
This was one of those rare occasions I got to do lettering and illustration all in one project. The client, Spar is the largest
liquor retailer in South Africa.
The full campaign comprised of 3 separate designs - a beer label (Eternal mourning), gin label (Grief) and wine label design. I designed the wine label “Remorse”. The project is still to be printed as actual wine labels so these are
the final design mock-ups.
Doing their part for driving awareness around responsible drinking, for the month of December TOPS at SPAR will run their ‘AFTERTASTE’ campaign which implores consumers to make responsible choices, be aware of their alcohol consumption and to use alternative modes of transport if necessary. “We want to give consumers a taste of the long-term effects that irresponsible drinking may have, so we’ve created a campaign that speaks to the inconceivable after-effects of drinking and driving,” says Robinson.
“The campaign touches on the feelings and regrets that consumers may need to live with after deciding to drink and drive - emotions, memories and consequences that will linger on their consciences for the rest of their lives.
The ‘after-effects’ of drinking and driving, or ‘AFTERTASTE’, including Grief, Remorse and Eternal Mourning were ‘bottled’. Through graphic imagery, three thought-provoking television adverts supported by social media, and in-store assets, the campaign shows creatively labelled bottles filled with vile-tasting alcohol in three varieties, all conceptualized to give consumers a taste of the ‘bitter’ effects of a drinking and driving incident without actually experiencing it” says Mark Robinson, SPAR Group Liquor Manager.
In partnership with Aware.org