Makers Anonymous, an innovative new brand by Pernod Ricard with a unique proposition to grow the premium wine segment. The brand was to go beyond the expected category wine credentials and more so than any other brand in the Pernod Ricard portfolio. A key channel for this brand would be through on premise activation and social media.
The brand was inspired by those moments when everything just comes together beautifully. Makers Anonymous is collision of something expected with the unexpected. Glamourous rebellion.
Printed directly to the bottle, the variants are bold and simple allowing the colour of the wine to shine through. Overprinted with gold metallic graffiti style type. Defacing the classic wine bottle with a gold metallic ensures the graffiti concept is seen as glamorous and playful. The expected with the unexpected. For the packaging and collateral, we created the bespoke typeface ‘Deface’, designed in collaboration with Dave Foster.
Branding, naming, packaging, typeface.