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To develop and illustrate a set of Mexican inspired "Hand Crafted" looking- sugar skulls, to help drive awareness of HobNob's Wicked Red wine for… Read More
To develop and illustrate a set of Mexican inspired "Hand Crafted" looking- sugar skulls, to help drive awareness of HobNob's Wicked Red wine for the Halloween 2012 in-store promotion. Read Less
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Client: J.W. Deutsch Family wine & spirits
Brand: HobNob
Agency: Alcone Marketing

Project: To provide a Mexican-inspired illustration of a sugar skull to help visually support the off premise (in store) promotion of HobNob's newest addition- Wicked Red.

Showcase below takes you through the actual start to completion of the project.

Cheers and enjoy.

The client was interested in having me create something that looked hand-crafted, painterly and not vector, that was the vague description I received and was told that there were other illustrators also bidding for the job.

Above is what I submitted in hopes of being awarded the project, titled CHAUNCEY_sugar skull sketch©2012Arocena- created in Corel Painter 11 with wacom - just a "painterly sketch"....


Then I received word that I got the job- and received more info- the direction now required me to design a  2 foot tall sugarskull. I provided them the following two versions- One very ornate with "WICKED" the name of the wine, integrated into the skull. The other version a very less decorated skull- but still very traditional in style.
Then I received word that the client wanted something even more "Hand-crafted" and less decorative, less perfect, and more "paper-mache-like with ink strokes" to define the skull.

Me being of Mexican descent, I immediately knew what they were mentally visualizing.

I then submitted my next round (see pict below)...
It was exactly what they wanted and now asked if it was possible to develop two more, of the exact skull- but this time changing the colors of the eyes and nose to visually represent the colors of their chardonnay (yellow) and their Merlot (red) wines.

Below is what I delivered to complete the project.
HobNob Chardonnay skull  for October 2012 off premise visibility.
HobNob Merlot skull for October 2012 off premise visibility.

These were then produced and added to HobNob's in-store dress up kit to visually help drive awareness during the Halloween 2012 season.
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