REMORSE label design

"Remorse" Wine label design for a large social awareness campaign to help combat drinking and driving in South Africa. This was one of those rare occasions I got to do lettering and illustration all in one project. The client, Spar is the largest liquor retailer in South Africa. The full campaign comprised of 3 separate designs - a beer label (Eternal mourning), gin label (Grief) and wine label design. I designed the wine label “Remorse”. The project is still to be printed as actual wine labels so these are the final design mock-ups. ___________ Doing their part for driving awareness around responsible drinking, for the month of December TOPS at SPAR will run their ‘AFTERTASTE’ campaign which implores consumers to make responsible choices, be aware of their alcohol consumption and to use alternative modes of transport if necessary. “We want to give consumers a taste of the long-term effects that irresponsible drinking may have, so we’ve created a campaign that speaks to the incon

"Remorse" Wine label design for a large social awareness campaign to help combat drinking and driving in South Africa.

This was one of those rare occasions I got to do lettering and illustration all in one project. The client, Spar is the largest

liquor retailer in South Africa.

The full campaign comprised of 3 separate designs - a beer label (Eternal mourning), gin label (Grief) and wine label design. I designed the wine label “Remorse”. The project is still to be printed as actual wine labels so these are

the final design mock-ups.

___________

Doing their part for driving awareness around responsible drinking, for the month of December TOPS at SPAR will run their ‘AFTERTASTE’ campaign which implores consumers to make responsible choices, be aware of their alcohol consumption and to use alternative modes of transport if necessary. “We want to give consumers a taste of the long-term effects that irresponsible drinking may have, so we’ve created a campaign that speaks to the inconceivable after-effects of drinking and driving,” says Robinson.

“The campaign touches on the feelings and regrets that consumers may need to live with after deciding to drink and drive - emotions, memories and consequences that will linger on their consciences for the rest of their lives.

The ‘after-effects’ of drinking and driving, or ‘AFTERTASTE’, including Grief, Remorse and Eternal Mourning were ‘bottled’. Through graphic imagery, three thought-provoking television adverts supported by social media, and in-store assets, the campaign shows creatively labelled bottles filled with vile-tasting alcohol in three varieties, all conceptualized to give consumers a taste of the ‘bitter’ effects of a drinking and driving incident without actually experiencing it” says Mark Robinson, SPAR Group Liquor Manager.

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In partnership with Aware.org

Client: @tops_at_spar
Agency: @tbwadurban
Art direction: James Howse - https://www.behance.net/jameshowse

Final design

The design elements featured here reference many aspects of the South African justice and legal system, from the buildings and architecture to our official South African coat of arms.

Other symbology references alcohol and the idea of prison and being locked up and convicted.

Thumbnail sketches

Television advert

Poster

Close up details

___________

Thank You

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