Treasury Wine Estates, a leading global wine brand, in collaboration with creative partner Design Bridge and Partners, introduces an innovative sake-flavored wine collection—a first in the industry. Currently, available in Australia, the collection aims to expand further across the Asia Pacific region. While global wine consumption faces a decline, a trend observed among many young consumers seeking novel alcohol experiences, the Asia Pacific region shows promise for growth. This is driven by a curious consumer base interested in enjoying wine without the limitations of traditional conventions.
“Over the past decade, Asian culture has captivated palates worldwide with young adults in our region between the ages of 18 and 29 now actively seeking new, unique alcoholic beverages, Sun Monkey was inspired by all the unique and amazing influences that our region has to offer, catering to the next generation of drinkers that crave variety and diverse experiences to share with friends.” said said Kjetil Undhjem, Treasury Premium Brands’ Chief Marketing Officer.
So who better to symbolize this free spirit than the infamous Monkey King? The ultimate rebellious hero. A familiar tale of liberation and transformation for many in the region, the Monkey King, is a mischievous shapeshifter that bends the rules and uses his superpowers in many heroic feats. This spirit of rebellion and self-expression was artfully captured on the label design by renowned Chinese Tattoo Artist and Illustrator, JAX.
“Since I was a child, I was deeply influenced by the animation “Da Lao Tian Gong” by Shanghai Art Studio. When this opportunity to work with Design Bridge and Partners came around, I was lucky to use the iconic style of American old school tattoo to depict the Chinese elements of Monkey King. The creative process is like designing an old school tattoo manuscript. With rough lines and heavy shadows, the expression design retains his rebellious character. The use of colour adds a sense of future splendor, hoping to evoke more contemporary characteristics”
Jax, together with Design Bridge and Partners co-created a unique expression of the Sun Monkey. The vibrant face of the mission to bend the rules of wine. Breaking free from the rock that held him, no longer controlled by the hoop on his head and released into the world of wine to shake up the category.
“One of the things we love to do is create brands and identities inspired by culture rather than for culture – understanding consumer mentalities and cultural narratives to create new relevance in an age old category is a challenge but a fun one that we hope speaks to audiences. With Sun Monkey we wanted to create a feeling of freedom through the design, that we want consumers to feel with each twist of the wine cap,” said Phil Dall, Executive Creative Director Design Bridge and Partners Asia Pacific.
