Background

The cask wine category is perceived as cheap and nasty. Winesmiths, though, make high quality and uncompromised cask wine. They’re driven by their motto ‘Sacrifice Nothing’, which refers to their unflinching view of craft and care. We saw a chance to tell this brand story through the physical packaging of the product by turning it into an art piece. For Winesmiths, they wanted to elevate perception of their brand.

Describe the creative idea (40% of vote)

We turned cask wine bags into an art piece worth keeping, by transforming the tap head into a limited-edition and highly-crafted collectible character head, designed by Joel Moore (Mulga The Artist). ‘Sacrifice Nothing’ – not even the tap head.

Describe the execution (40% of vote)

The Mulga Edition Nozzlehead is a mix of artistry and engineering. Great care and craftsmanship was taken to transform Mulga’s 2D designs faithfully into a 3D object. To avoid sunglasses that would be warped around the face of the koala, an innovative molding technique had to be used to preserve the glasses’ shape. In addition, the piece had to work with the existing tap mechanism and not interfere with pouring. This was achieved with a one-piece collapsible nose that doubled as the push button to pour, and finger-holds integrated into the koala’s ears. $1 from each Nozzlehead was donated to the Australian Koala Foundation to help protect the habitats of bigger koalas.

List the results (20% of vote)

Despite only being in market for a short time, Nozzleheads has already raised over $25,000 for bettering koala habitats - bringing Winesmiths’ philosophy of ‘Sacrifice Nothing’ to life. Following the initial success of the Nozzleheads packaging activation, Winesmiths is looking at next year’s iteration, featuring a new artist and new designs.