Makers Anonymous is an innovative new wine brand by Pernod Ricard with a unique proposition aimed at growing the premium wine segment. The brand was conceived to transcend the typical category credentials associated with wine, distinguishing itself more than any other brand within the Pernod Ricard portfolio.

We embarked on developing a brand and packaging that embodies those moments when everything seamlessly falls into place. Makers Anonymous is the result of a harmonious collision between the expected and the unexpected, a concept we term ‘glamorous rebellion’.

The design features bold and simple variants, printed directly onto the bottle, allowing the vibrant colours of the wine to shine through. This approach is complemented by the overprinted gold metallic graffiti-style typography, which adds a playful defacement to the classic wine bottle. The use of gold metallic ensures that the graffiti concept is perceived as both glamorous and rebellious, perfectly marrying the traditional with the unconventional.

To further elevate the brand’s unique identity, we extended this theme to the packaging and collateral. We collaborated with renowned designer Dave Foster to create a bespoke typeface named ‘Rebellious’. This custom typeface captures the essence of Makers Anonymous, blending sophistication with a daring edge.

The overall aesthetic of Makers Anonymous is striking and memorable, designed to stand out in a competitive market. The packaging not only highlights the premium quality of the wine but also engages consumers with its intriguing and unexpected design elements. This innovative approach aims to attract a new generation of wine enthusiasts who appreciate both quality and creativity.

Makers Anonymous represents a bold step forward for Pernod Ricard, showcasing the brand’s commitment to pushing boundaries and redefining the wine-drinking experience. By combining traditional craftsmanship with modern, edgy design, Makers Anonymous successfully appeals to a discerning audience looking for something extraordinary in their wine choices.

Makers Anonymous is not just a wine brand; it is an embodiment of glamorous rebellion. The innovative design, from the bespoke typeface to the bold use of graffiti-style elements, sets it apart from the competition. This new venture by Pernod Ricard is poised to make a significant impact on the premium wine segment, offering consumers a fresh, exciting, and sophisticated choice that goes beyond the conventional.