An exciting opportunity arose to expand the Black Chalk portfolio and launch the first variety of their new still wine range. Our challenge was to introduce a storytelling design which celebrates the characteristics of the grapes and captures the essence of the wine in a uniquely Black Chalk way. We had to maintain on-shelf appeal, brand recognition and ensure that there was differentiation between still and sparkling ranges.

“For the new still wine range, imagery was to take precedence. We therefore developed a bold and impactful illustration style which embraced the black and white of the branding. The use of a dancer symbolizes the outgoing, elegant and charming personality of the grape and represents the alter-ego of the Rosé, which was executed in a premium yet expressive manner, to bring to life Black Chalk’s personality.

With the client’s desire for a bespoke illustration, yet financial constraints, we were determined to find a creative solution that enabled Black Chalk to launch something special and ownable. As a result, we worked to maximize budget by using inspirational imagery to guide our artwork and created multiple custom charcoal textures, linework and smudging by hand to give the exclusive and unconventional feel of Black Chalk. These were compiled together digitally to produce a beautifully unique artwork. The combination of striking charcoal markings, a dramatic black background and a strong use of white space, gives the label a modern yet crafted feel, which enhances the history and narrative of the Black Chalk brand.”

Launching a design which powerfully brings to life the heritage of Black Chalk has opened opportunities for them to strengthen their storytelling around inspiring old masters and charcoal sketching, which represents the crafting behind each of their wines. Dancer in Pink has enabled influential content to be shared with new and existing clientele and as a result, Black Chalk has built their reputation and encouraged new business, having secured multiple new opportunities on and off-trade.