TOAST WITH TATTOOS AND IMPRESS DISTINCTIVELY
Creating cut-through in the Australian and New Zealand wine markets is a challenge at the best of times. Thankfully a challenge is something the team at Watermark Creative will never shy away from. Crafters Union needed no less than 80 black and white tattoo style illustrations to be used on the wine label of the custom red varietal. They were to adorn the Crafters Union ‘Custom Red’ sleeve as ‘customised’ personal tattoos – a concept which visually represents this bold and unique Merlot Cabernet Blend.
Watermark Creative’s Samuel Sakaria was briefed to create illustrations that were naive and edgy in style. They needed to hint at the days when tattoo parlours didn’t exist, and when they adorned the arms of sailors and a few other sorts that Grandma wouldn’t have approved of. Samuel’s 80 illustrations and variations intend to reflect the richness and complexity of the wine’s nuances.
The launch of the Crafters Union’s wrapped wine range has been hugely successful in NZ and Australia. Instantly identifiable, beautiful to look at and with a huge image area on-shelf, the packaging enhances Crafters Union’s superior product experience. Samuel’s illustrations on the Merlot Cabernet Blend is one of five different labels across the range.
Commenting on the project, Samuel said, “The creative freedom I was given was the most enjoyable part of it. To add to the challenge I had to turn this around in a pretty short timeframe, so it’s thrilling that the range is enjoying tangible success and picking up awards.”
See more of Samuel’s work here
Sliver, Best Awards 2017
Distinction, packaging Agda 2017