Unlock the Collection:
BCLIQUOR’s 2019 Vintage Release
Using the widespread platform of this established annual event held at BCLIQUOR stores, I strategically set out to intrigue new audiences with strong visuals that ignite curiosity when they “Unlock the Collection”.
Design for In-store Collateral: Double Backer Card
Design for In-store Collateral: Floor Stand Dangler
Window Large Format Display
Process
To drum up interest and excitement for the 2019 release, as the lead designer I developed a dramatic narrative using minimal imagery and by introducing the use of a slogan – not typically seen before for a release campaign.
Rather than relying on wine bottle imagery typically used for Bordeaux campaigns, I paired an iconic keyhole shape with a Bordeaux landscape. To intrigue audiences further the slogan “Unlock the Collection” adds to a sense of mystery and the feeling of exclusivity associated with locks and cellars.
Taking these ‘risks’ resulted in generating intrigue and buzz about the campaign in public and within the organization.
Role: Design Lead, Art Direction, Production from Concept to Completion
Project/Scope: collateral, large format display, brochure, advertising, retail website, social media
Client: BCLIQUOR, BC Liquor Distribution Branch
Credit(s): With BCLIQUOR (Internal Graphic Design team & Visual Presentation); Getty Images