Sandeman launched a port wine in 2021, aimed at attracting the younger generation. The uniqueness of the port wine lied in the fact that it could be mixed with a variety of drinks. As per the briefing, Volta was challenged to create a concept for the packaging that was as unique and free as the product.
“Inspired by the unconventional attitude of the Beat generation — a counterculture movement that rejected the despondency of modern society by adopting the style of jazz musicians — Sandeman Beat was created to change the beat of modern Port.”
Inspired by the music of the Beat generation and the picturesque setting of Douro, Volta Studio began its creative process. The colorful illustrations on the bottle showcase the music of the Beat generation and the colorful surrounding of the Douro river.
“Aimed at a younger audience, the packaging breaks with the visual codes of Port Wine, resulting in a vibrant and colorful look in which the freest inhabitants of the Douro come together in an ode to the rhythm of Life. Sandeman Beat celebrates the brand’s historic connection to art, the nature of the Douro and the desire to embrace the pulse of life of a new generation.”