• Ringatoi Matua / Design Director
    Kyle Stoffberg
  • Ngā Kaimahi / Team Members
    Claudia Miller, Amanda Chambers
  • Kaitautoko / Contributor
    Denny Monk
  • Client
    The Business Marketing Group

Selaks have been creating internationally renowned wines for the last 85 years. They needed a refreshed brand campaign for some of their most iconic, award-winning wines, which are specially crafted to showcase the regions in which the grapes are grown.

Introducing The Taste Collection, a celebration of the distinct flavours and aromas that make Selaks wines unique.

Working with The Business Marketing Group, our task was to bring to life the character of the wines through taste and aroma cues: fruit, flowers, and foliage. Translating the flavour on the palate into a visual feast for the eye.

Because of the timing of the project, most of the fruit and florals were out of season, and they don’t grow together naturally anyway. This meant photography was out, so we turned to photo-real 3D.

We worked with the client to select fruit and botanicals that reflected the correct taste cues, but that still worked harmoniously together as a visual.

We then created 42 botanical species from scratch, with over 600 models per scene, followed by a workflow of texturing and lighting.

Balancing realism and expressiveness was key – in some cases, more abstract 3D models and stylised textures helped bring the character of the wine to life more. The Black Forest Pinot Noir became deeper and richer, while the Buttery Chardonnay became brighter and sunnier.

The result was a global launch of billboards, metrolites, social ads and additional OOH collateral, which broadened the brand’s notoriety on an international scale.