“Troublemaker is a wink and a nod to the early days, when a young Austin Hope was sent to the vineyards for breaking the rules and making mischief. Still stirring things up, Troublemaker is all about breaking the rules.”
Troublemaker Wines is every bit as rebellious as this rock n roll styled wine marketing campaign. The Troublemaker On Tour campaign revolves around the renegade personality of “Troublemaker” as a touring rockstar, and the vision was a “Mötley Crüe or Alice Cooper Concert Poster Meets Valentine’s Day” feel. Troublemaker On Tour explores Troublemaker’s edgy, boundary-pushing spirit and sought an art direction to reflect this. For the creative direction, we drew inspiration from lush textures, moody hues, and a dark palette. Troublemaker’s wild streak was translated into raw, dark rose blooms, bold hand painted lettering, and a wash of ombré watercolor. The wine marketing campaign spanned the 2017 year, calling for in-store holiday display pieces and marketing collateral to target Halloween and Valentine’s Day. We created concert styled posters, hand-painted brand elements, in-store displays, backdrops, and point of sale wine marketing collateral.