The brief from our client, Bacchus Wine Merchant, was to create an on-premise brand that was clearly from the Marlborough region of New Zealand.

Queen Charlotte Sounds is one of the main sounds within the Marlborough Sounds region. It was named after ‘Charlotte of Mecklenburg-Strelitz’, Queen to King George III. She was an amateur botanist and the “Bird of Paradise” flower was named after her – the latin name 'Strelitzia'.

Charlotte is within the lush New Zealand forest. Adorned in a fern skirt and holding a ‘Bird of Paradise’ as she would her sceptre. Her crown is made from flowers, foliage and twigs. Her earrings, seed pods. Her bodice has been highlighted with gold foil for a tactile experience and to give the brand that extra NZ ‘edge’, we added volcanic and fern tattoos.

A great example of brand building through story telling to create consumer engagement.