Artist Sarah Larnach has lent her creative talents to winemaker Whitecliff for a new branding campaign that prominently features the company's tree silhouette in the artwork.
For the duration of the campaign, Sarah's take on a classic Kiwi picnic will feature on outdoor executions and throughout the wine company's website.
Sarah is best known as the artist who designed the 'Ladyhawke' album covers, but this campaign now sees her subtle creative touch shifting across into advertising.
While it isn't unusual for artists to collaborate with brands, some artists prefer not use their skills for commercial purposes on account of the lack of connection to the brand or its motivations. Working with Whitecliff was however not a difficult decision for Sarah on account having stayed on the Hawke's Bay vineyard where Whitecliffe originated when she was nine years old.
“I wanted to depict casual, fun, Kiwi situations where people enjoy wine with friends,” she says.
According to a release, the campaign purposefully positions Whitecliff in the BYO space, with the aim of attracting casual diners.
Whitecliff Marketing Manager, Kara Biggs, is delighted with the collaboration, describing Sarah’s interpretation of the brand positioning as visually stunning and ideal to engage with the brand’s target audience.
“Our audience are people who love to go out but they are about meeting friends informally and socialising over a bottle of wine. Sarah’s work has captured this perfectly in an arresting but casual Kiwi way.”
CEO: Simon Lendrum
Strategy: Jacqueline Smart
Creative Director: Mike Ramsay
Artist: Sarah Larnach
This story originally appeared on stoppress.co.nz.