INNOCENT BYSTANDER

In the sometimes overly serious world of wine, Innocent Bystander has emerged as the perfect antidote for those who prefer to simply enjoy delicious wine (and other great drops) with tasty food and great company.

Brief: With a shiny new home in Healesville, the brand needed to go beyond the label to create a dynamic and contemporary brand experience that rejects ‘country’ wine region clichés—but instead brings a slice of urban edge to the Yarra Valley community.

Client: Innocent Bystander
Agency: Better Happy + Weave
Role: Design + Art Direction

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The Innocent Bystander

Starting with the original Innocent Bystander figure—the design language employs a combination of handcrafted textures and photography that both draws on and expands upon the mystery of the Bystander himself: making the love of wine fun (and even a bit cool) again.

Photography direction

The photography captures the brand's narrative while embracing a contemporary vibe and channeling the intrigue associated with Innocent Bystander. This was achieved through the use of noir-style photography, well-known for its mystery-inducing characteristics, featuring high contrasts, smoke, and shadows to deepen the narrative.