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  • Industry: Music Festival, Wine

  • Scope: Identity, Brand Activation

  • Hybrid Content:


The promoters of Laneways Festival Auckland and New Zealand Wine Portfolio got their heads together to create a fine wine offering for Laneways 2014. 

The Aim... to serving delicious and intriguing drops from a few of NZ’s most passionate boutique family estates. The little guys who work in tune with nature and offer wines packed with character.

A range was selected that not only drank well, but also paired with the festivals environment, in hope of enhancing festival goers aural pleasure on a hot summers day.


We were asked to explore what happens when an international music festival team up with on of New Zealand's leading wine distributors. To create a bar environment within a  music festival environment. 


We created an identity that would be as comfortable sitting across any indy music label oas it would a moody back street wine bar. 

Signage and menus were also crafted to not only communicate at a basic level to thirsty festival goers, but to also promote each winery and match wine with artists performing during the day.