— 2019

Rebrand, art direction, packaging, illustrations, homepage and launch campaign for Good Pair Days, a monthly wine subscription service in Australia, formerly known as The Wine Gallery. Specialising in product discovery and tailoring, and co-founded by the former sommelier of Attica in Melbourne, they couple expert curation with tech-based personalization to pair their customers with the perfect wines for their palates. Their mission is to demystify and open up the world of wine discovery to everyone — from newbies to aficionados — in a joyful and inclusive way. The look of the new brand sought to celebrate this, avoiding wine aesthetic clichés and opting for bold type and colour instead. The design system was coupled with graphic, slightly lived-in still life photography featuring the quirky and unexpected food and flavor pairings of whites, reds, sparklings, and rosés, as well as lifestyle photography which embodied a "Good Pair Day," from day to night.

The online experience, of which I played an active role in overseeing within our team, guides the user through a comprehensive palate quiz and Netflix-style experience to discover and rate wines from around the world. The client also used this rebrand as an opportunity to go greener, asking us to find innovative ways to remove single-use plastic. By designing a built-in handle and a custom insert made from biodegradable molded sugarcane pulp, we were able to make the product packaging 100% recyclable.

The "It's Like If..." launch campaign sought to captivate an on-foot OOH audience via long-form, relatable copy that captured the spirit of the brand and its data-driven initiatives in a clever way, never done before in Australia to date.