CHALLENGE

Pernod Ricard set out to create a wine brand that would push beyond traditional category cues and attract consumers to the premium wine segment in a fresh, unconventional way. Makers Anonymous needed to stand apart from the existing Pernod Ricard portfolio, challenge expectations and express a spirit of confident disruption, while remaining commercially accessible.

APPROACH

We centred the brand on the idea of a beautiful collision – where the expected meets the unexpected. This became the foundation for a visual world defined by glamorous rebellion. The bottles were printed directly, allowing the wine itself to provide colour and immediacy. Bold variant cues were then overlaid with gold metallic graffiti-inspired type, deliberately subverting the classic silhouette of a wine bottle while still feeling refined and intentional. For packaging and collateral, we created a bespoke typeface, Rebellious, to extend the attitude consistently across all touchpoints.

RESULT

Makers Anonymous entered the market with a striking and highly differentiated presence. Its fusion of elegance and irreverence signalled a new kind of premium wine experience and carved out space beyond conventional category norms. The brand’s bold visual personality broadened appeal, particularly among consumers seeking something modern, spirited and design-led.

KEY TAKEAWAY

Breaking category rules can elevate perception when done with clarity and purpose. Makers Anonymous shows how blending rebellion with refinement can create a distinctive premium brand that feels fresh, confident and culturally relevant.