Using a phonetic reading of the word Viognier, our development of the brand took a fresh, revolutionary approach. Starship was aware that we needed to engage a younger audience who have drunk white wines like Chardonnay, but who may be risk-adverse to trying something they haven't heard of before.

Modern pop-art references, along with 70s protest imagery, strongly influenced the final design artwork. Bold colours on a single white wraparound label were chosen for the core reason of standing out at shelf level and coupled with large typography, literally being shouted from a pair of lips, helped cement the brand’s message of revolution.

After careful workshopping of language choices that could show Viognier as the next exciting trend in wine, we used the back “blurb” to illustrate Vee On Yay as “crashing the party”, as the “punchy white wine disruptor for platters, picnics and parties, and “exciting to drink and talk about” - summed up nicely by a branding line: “If Chardonnay was evolution, Vee On Yay is revolution!”