[yellow tail] concepts
Concept work for Australian wine producers [yellow tail]. The rationale was that wine traditionally has lots of rules about how it should be enjoyed and all sorts of connotations of stuffyness. [yellow tail] however are for 'wine lovers' not 'wine buffs'.
Adcepts were created in a playful illustrative style, leading with more traditional wine world language "Enjoy this with a rich cheese" juxtaposed with a twist of fun in the yellowtail brackets:
[80s Pop Classics Vol.1 anyone?]
The idea was taken further by allowing personalisation of wine bottles.
Consumers could type in their own pairings which would send printed stickers to them in the post so that they could add to their own bottles to give as personalised gifts.