Good Morning America
When Jam Shed told us about their partnership with basketball icon and fellow disruptor James Harden, we saw an opportunity to create a brand identity worthy of All-Star status.
A PERFECT PAIRING
Jam Shed is a wine brand that forgoes the pompous in favour of flavour, breaking rules and setting trends along the way. When the opportunity arose for a partnership with James Harden, it just made sense.
The NBA superstar, known for his interest in art and fashion as well as his on-court exploits with the Philadelphia 76ers, wanted to disrupt the “closed-door environment” of the wine industry with a widely accessible product.
Our challenge was to reach new-to-wine consumers with unmissable primary packaging for the “J-Harden” brand, embodying James’s qualities as a leading cultural tastemaker.
AN ICONIC SERVING
Known simply as "The Beard", James owns some of the most iconic facial furniture in world sport. We couldn't create an identity for his signature wine without incorporating this iconic silhouette. The Beard became the basis of a wine label with – in the words of the man himself – plenty of “swag”.
Inspired by the 10-time All-Star’s flamboyant style choices, we created a bold and vibrant colour palette that subverts the expected and reflects the fruity, smooth flavours of the two wines in the range – a California Cabernet Sauvignon and a California Red Blend.
The launch of J-Harden was picked up across wine, style and mainstream news media, with early reviewers on wine site Vivino praising its smooth and juicy gluggability. Slam dunk!
“The team at LOVE have an incredible stretchiness in their thinking and creativity. With this brief, we needed to disrupt the category with strong shelf stand out, drive appeal with millennial consumers and balance the Jam Shed brand with James Harden’s bold and stylish personality. The final designs look fabulous – they’re impossible to miss in store.”