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CASE STUDY
Top Shelf International were planning on releasing a special whisky to celebrate a milestone moment in Bathurst history.
The Brand Manager and I worked through the design and approval process to achieve a very successful result.
The Brief
Greg Murphy set a record lap time during qualifying at Bathurst in 2003.
It is lauded as one of the great moments of the great race - 2024 its 21st anniversary.
A short run special release whisky was planned.
Label art and supporting marketing collateral were required.
Reference:
All we had to work with was some stills and video footage from the day.
The art had be created from scratch.
An Illustrative approach:
Illo 1 - the Car
A vector image of the car was needed
(with the Kmart Branding removed).
This would be an important element for OOH,
and motion files.
The Brand Manager and I decided on an illustrative approach,using the stills as inspiration.
Illo 1 - Greg Murphy
The Hero shot, used for labelling and POS. The initial label was considered too cartoony to be used on an alcohol label (ABAC rules) - so I modified it to look more
photographic. It was approved by ABAC.
The initial label concept
This was the first label concept, presented to the
wider marketing team, sales, and Murphy himself.
The Final Product
After input from all facets of the business - this is the final product.
The name was changed to
"Drop of the Gods".
The NED branding made more prominent - the blue of the car
became the on shelf standout
from other Ned brands
POS Art
Social Tiles
Instore poster
Shelf Talker
Outdoor Billboard Art
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