CREATIVE DIRECTION

LA LA LAND WINES

 

Lalaland Wines was one of those dream briefs, a new concept brand to be loosely inspired by Alice in Wonderland with a Surrealist and Spanish twist. The starting point for this Creative Direction was to refresh my memory of the Alice in Wonderland books and movies. There have been dozens of creative interpretations of Alice in Wonderland over the decades, all unique and adding their own layers to the stories. I wasn’t interested in retelling an already known story, I wanted to invent side stories or take truly new interpretations. For example, we know that the Mad hatter and his band offended the Queen who sent them to perpetual tea-time, but the Queen being known for her ill-temper raises a number of questions, such as was the band actually that bad? We also know the main culprits of the band, the Hatter, the March Hare and the Doormouse, but did any others escape her wrath because they already worked for her? What instruments were they playing etc etc? Having watched a few reality TV singing competitions in my time, one thing that is clear is that the really bad singers tend to be oblivious to just how bad they are, so whether the band was terrible or just caught the brunt of a brutal Queen, it mattered not, I knew they had to be giving their all and rocking their hearts out. With the Spanish influence it was obvious that it would need to be a Spanish band. But 3 does not make a great band, especially a Spanish band which is more typically a small army. A Frog-footman and the White Rabbit were recruited (perhaps the gig is why he was running late!). Instruments would include Banjo, Accordion, Trumpet, drums and vocals. I wanted the label to be a wrap so as much of the story could be told as possible and a complete artwork, with all legal elements integrated to create a unified whole. The barcode became the speakers, the tasting notes – the music. Apart from the Spanish instruments, the characters were given Spanish attire, such as the Mad Hatter as a Matador and the colour scheme distinctly Spanish with yellows, oranges and reds. The background was broken into 5 shards, giving all of the characters their own space and all meeting at the centre to give the logo additional prominence. Beginning with two labels, the collection has now expanded to four and is being sold across the world. The Pinot Gris won Gold and Best in show at the FPLMA label awards and the Malbec won Gold at the LATMA label awards, both the highest honours for Australian labels. The Malbec and Tempranillo came out at the same time (so couldn’t both be entered) and the Rose has just been released so the collection has an impeccable record collecting Australia’s highest label awards, fingers crossed for the Rose and hopefully the collection can continue to expand!

 
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