Client: March Hare
Project: Event branding, posters, flyers, program and online material
As part of the Real NZ Festival, Martinborough Unmasked is an event to showcase Martinborough during rugby 2011 and an opportunity for people to discover what really happens behind the cellar door. It offers an exclusive opportunity to meet the people responsible and discover the secrets behind this award winning wine region.
We created a logo that captured the feeling of this boutique, artisan area, while adding a sense of fun and playfulness as this event is about the secrets and what really happens. It was important that this appealed to the target market of free & independent travelers, primarily from Australia, Wales, Ireland and South Africa. People with a love of wine and food and in New Zealand for fun and good times. We used a collection of creative fonts to give it a bespoke, small village feel, while showing variety to reflect the different experiences you can have.
We brought this to life with a collection of teaser images, using strong typography to show parts of wine and food labels. The bold and graphic shapes create a real foodie feeling, playing on the popularity of food and cooking shows. We gave the graphic elements a distressed look to convey behind the scenes, getting your fingers dirty and a more masculine feel.
We used the simplicity of two colours, the black to make sure the important information and call to action stands out and grabs attention and the light blue to create the supporting graphic elements that make the design look hot, but not dominate.