Express Radically

Challenge

Ö-61 Wines came to DAf with its new conceptual wine brand for the US market for a 2022 launch. The brand consists of two wines, a Cabernet Sauvignon and a Red Blend, both of which are easy-to-drink wines aimed at millennials, an audience that is thirsty for new information and always open to new experiences. They sought to launch the wine, generate market awareness and transmit the market concept.

Brand Video

The video has a warehouse feel, a kind of back-to-basics masculinity to it, featuring chains, exposed beams, barrels, loud sounds and imagery with a certain rawness, showing the wine as creative and disruptive, and the choice of bold consumers who make their own decisions in life, including expressing themselves through body art. The video and the wine appeal to culture savvy millennials who aspire to participate in this world and contains phrases such as “it thrills the senses” and “it’s alluring.”

Photography

We produced a series of photos showing the tattooists workshop and desk, with a warehouse/shipyard feel, with sketches, his tools, pigments and spray paint cans, as well as the wine bottles. There are scenes of stencils, freehand art and tattoo application and the tattooist and a blonde, tattooed woman sipping the wine.

Behind The Scenes