Create a nation-wide summer activation in line with Dark Horse Wine's bold and independent brand identity.
The Dark Horse brand is known for breaking expectations and pushing boundaries when it comes to its place in wine world. We wanted to create an activation which would show consumers that music festivals aren't just a place where beer and liquor can play. Wine doesn't have to be stuffy and traditional—thus, the Dark Horse Headliner Tour.
Last summer, a branded shipping crate traveled across the country, bringing Dark Horse varietals to different music festivals. This "tasting stable" poured four to six different wines, featured free branded airbrush tattoos and included an upper level of the activation, so that festival attendees could enjoy their wine while still enjoying performances.
My role included the design of the shipping crate and all event signage. I also designed branded tank tops for publicists and brand ambassadors, 21+ leather bracelets for consumers and airbrush tattoo templates. Finally, I designed two different neon signs which alternated display throughout the tour.