L’impatient Wine

Art Direction

Best described as 750ml of wine you will crave — L’impatient is a wine with such dramatic undertones that you’re impatient for the next drop. With its rich, opulent notes and bold flavours, this is a wine of drama – all captured in its unique branding.

Taking inspiration from European dramatic cinema, French tri-colours and vintage Campari posters, the L’impatient label design tells a story from the drinker’s perspective. A bottle to accompany your wallow in pain, perhaps. A bottle for celebration or indulgent activities, or a seductive object to lust over in your local wine store. Whichever it is, each one is representative of an act born from impatience.

For this project, I provided art direction using highly textural props designed to stress the senses. I also created custom illustrations with French influences and cinematic animations of the characters, which were used across the brand’s digital marketing assets. The resultant packaging and tone of voice took inspiration from what film taglines have always taught us — “make them feel something!”

© Tina Victoria Afshar 2022

I acknowledge the Traditional Owners of Country throughout Australia and recognise their continuing connection to land, waters and culture.