Plato Creative 15 Henry's — One last shout

  • Pou Auaha / Creative Director
    Tim O'Neill
  • Kaituhi Matua / Copywriter Lead
    Cheryl Rowland
  • Ngā Kaimahi / Team Members
    Shaun Rush, Emily Twohig, Izabelle Ingram, Amy Stockley-Smith
  • Kaitautoko / Contributors
    Jarrard Johnstone, Emily Twohig
  • Client
    Henry's – Beer, Wine and Spirits

When a 17-year-old nationally beloved brand announced to their store owners (that it’s changing face. It’s just not enough to say “thanks, goodbye”.

With the Henry’s – Beer, Wine & Spirits owners gathering one last time for a farewell dinner for the brand, the parting gift needed to match the bittersweet tone of the evening.

To commemorate the final chapter the idea was to honour Henry’s by personifying the brand into a character who once lived, with a heartfelt obituary on a product that he once sold. The gift spoke to who he was, what he stood for and his love for entertaining in tongue and cheek tone. A bit of a piss-taking is how we’d all like to be remembered, right?

A gravely simple exterior, the logo effortlessly lent itself towards the concept of alive and well…. dead. Up top sits a spritely ‘h’ that as it falls it rotates conveniently into a sombre ‘y’ down below. Literally the beginning and end of Henry. For each of the 18 owners the labels showcased their individual store on a bottle encased in a premium box with a personalised message thanking them for their hard work and dedication through the years. The front label on the bottle is reminiscent of a funeral flyer. The back label design and story of Henry reflects an obituary in the local paper.

Whilst darkly themed, it was met with celebration and that was the overall intention.
So here’s to a locally legendary brand. One final shout.