What if the brand’s message was all about engaging with how it makes them feel emotionally? If this was the case, then how could the brand convey these emotions whilst remaining relevant? Rascallion wants to change the conversation with consumers so that they don’t talk about the wine only, they talk about what the brand says to them via its packaging and sensorial interplay. Rascallion wants its consumers to have fun whilst engaging with the brand. This was the task that Rascallion set the G2 agency.
Ross Sleet had worked with G2 for a number of years on various projects and was aware of the revitalisation of the agency’s design core, and their newly emboldened creative focus. The G2 team is young and receptive to new ideas, and executes them with a view to how consumers engage with products but with no deference to the old “rules” of provenance and reputation. This embracing of the assumed quality cues led the team to explore the creative brief delivered by Ross and execute it with core design cues that resonate.