THE UNDERGROUND PROJECT
The brief was to develop a new wine brand that could leverage off Hungerford Hill's equity, but not to dilute their core brand. This contrast of wanting to be associated with the winery but also have its own identity, led to the concept of ‘The Underground Project’. A bold visual brand inspired by redacted documents, censorship and leaked experiments from the winemaker's bunker. This impactful design style also worked seamlessly across many different varieties, label shapes and merchandise.
