Soulful
Brand Identity | Packaging | Visual Experience Design | Research
Inspired by Hans Christian Anderson’s fairytale The Little Mermaid, Soulful aims to bridge the political and social gaps in society today.
A wine package was chosen as the final form, a reference to the themes presented within the story, and a metaphor for bringing people together, sharing in conversation and ‘breaking bread’.
Political hostility and partisan beliefs put a strain on people eventually leading to apathetic relationships and hate amongst people—a divide in the world—much like the mermaids and their individual yards, or the hierarchical division between the sea folk and humans. In this fight between right and wrong, we are forgetting that there are still things that tie us together—our humanness and the need to coexist respectfully and empathically.
The final package was designed with exactly this in mind. Each bottle tells a different part of the story, but when placed together, tell a new and beautiful story. The ultimate goal is to talk through or look past differences and share a bottle of Soulful wine.
(Content has been taken from the original fairytale, actual stories of hate crime, and also written by me. I felt that it was important to use the actual words said to and about victims in order to highlight the insensitive nature hate crimes)
Process
The process for Soulful involved extensive research on the story, and all its relevant themes. It further expanded to appropriate media exploration and visual play.
Early sketches & ideation
Label explorations and prototyping
First finished prototype
Back to the drawing board!
After the first prototype, it became evident that a packaged box did not serve the intended purpose of people coming together.
Both logo and label were revised to create a solution more fitting for the intent of the package.
