Gummy Industries create striking neon and brightly coloured labels designed to engage and poke fun at the millennial.

BOT wine was born out of a mission to shake up the wine industry. The world of wine has a history of very particular servings rules and taste combinations, and very few brands target their marketing and branding to Millennials. With an aim to challenge these systems, BOT – ‘Bottle On the Table’ - was born.

BOT’s complete brand positioning and visual identity, developed by Gummy Industries, use memes, neon illustrations, trolls Boomers and avoids stereotypical imagery often used in the sector, and above all, does not take itself too seriously.

Bright illustrations by artist Vito Manolo adorn the labels that playfully sends up the millennial relationship with social media. We see a range of characters engaging in a glass of BOT or a plate of food at a restaurant by taking photos on their phones, even climbing on the table to get the perfect shot.

Its Red wine label depicts a neon free-for-all of interwoven arms of varying characters in a busy party scene. With their vivid, multi-coloured palettes and intricate illustrations, each of these labels are totally instagrammable themselves, creating a meta, interactive component.

BOT’s irreverent identity continues through its digital communication: the website is populated by animations and Easter eggs that appear by surprise and social media enables an element of interaction, allowing the brand to connect with its consumers directly.

For more information about Gummy Industries design visit their website or follow them on Instagram .

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