James Harden x Jam Shed
NBA superstar James ‘The Beard’ Harden is known for his dazzlingly flamboyant style both on and off the court, and for his passion for art, fashion and wider culture.
Teaming up with wine rebels Jam Shed on his first foray into the wine world, the challenge was to reach new-to-wine consumers with bold packaging embodying Harden’s qualities as a leading cultural icon.
The core of his personal brand is his iconic beard, which was used front-and-centre as the foundation of the label designs to drive strong shelf standout. This also functions as a window to house flamboyant floral patterns in vibrant colour palettes based on his personal style choices, which also communicates the fruity wine flavours of each expression in the set. To balance the collaboration visually, we created a customised J-Harden version of the Jam Shed logotype.
Client- Jam Shed / James Harden
Agency- LOVE
Role/s- Creative
Labels- Branding, Packaging, Art Direction
Credits-
Designed as part of a creative team at LOVE.
