Neon Jungle was developed for adventurous drinkers who are new to wine and looking for something different. Our challenge was to create a brand that engaged with these consumers and aligned with their values of individualism and experimentation.
The name ‘Neon Jungle’ evokes an urban grittiness and youthful irreverence required by the brief to shout from the shelf, providing a bold and unorthodox contrast to more traditional wines. The defiantly loud, colourful imagery takes cues from street art and alludes to the iconoclastic spirit of the pioneering figures of the movement in 1980’s New York.
We investigated unexpected techniques into the finishes, ultimately integrating glow in the dark ink with texture in order to create an interactive experience with the bottle. The special ink adds a playful layer of discovery when the lights are switched off.