Seven Deadly Sins Research 5

Wines: The Seven Deadly Sins

SIDECAR PUBLICIDAD

A series of wines produced by Spanish design firm Sidecar Publicidad that showcases the seven deadly sins. A unique label is devoted to each of the sins creating a set of dramatic individual pieces. Dark, moody colours with hints of red, gold and silver evoke a sinful presence.

The stand outs of the bunch are perhaps the most obvious and simple designs, yet maybe the most powerful. Lust is a red bottle with a black lace covering, while Envy is a solid, glossy gold with bold, black type.

Sidecar Publicidad’s interview:

Describe the brief from the client

The client contacted us to launch a new wine to market. They had no name and no idea about it. Only one premise: the packaging had to be different, modern and very impressive. They were open to suggestions from us.

Describe the challenges and key objectives

Main challenge was to convince the client that instead of taking a single bottle of wine, he had to market the collection of 7 bottles. Due to the enormous complexity the project had, when the client saw the idea and first sketches, he was fully convinced that the project was more ambitious he had expected. He left everything in our hands. The collection of wines is inspired by the 7 Deadly Sins.

Describe how you arrived at the final design

Lust, enveloped in a real woman's stocking, is evocative to the touch when you pick up the bottle. Envy covets everything around it; hence, its mirrored finish traps its surroundings. Laziness, emerged from a cemetery of bottles where it had been sleeping for some time, covered in dust, with its lettering tilted to the side, lying down just how it prefers to be. On another bottle, we find evidence of Anger in the form of a burnt label: it couldn't be avoided. Pride, always looking down on the rest, now stands out with glittering Swarovski crystals. Gluttony was too much even for the cutlery, leaving it completely misshapen from so much use and abuse. Finally, so that it lasts longer, not to be touched, a sturdy lock safeguards Greed.

Give some indication of how successful the outcome was in the market

After a few months on the market, the product is selling very well. The client has made many contacts with almost no commercial work because the design has appeared in numerous blogs and publications. The product is currently sold in Venezuela, Mexico, Spain, UK, Germany, Italy and China and the client is making important contacts internationally, something that he had not even imagined.

Another idea I had on how to approach representing the sevens sins was to use objects such as jars and bottles. After looking at the wine bottles I realised I could use a whole object and layer the object with photo montage and contain a simple image hidden within the object.