Virgin Wines unveils exclusive Young Artists Collection after unique collaboration with local art students
Virgin Wines is proud to announce the launch of the Young Artists Collection, an exclusive range of wine labels designed by talented students from Norwich University of the Arts (NUA).
The Young Artists Collection is the result of a collaborative effort between the team at Virgin Wines and third-year BA (Hons) Illustration students at NUA. The project gave the participating students the opportunity to showcase their artistic talents, and experience working in the world of wine, as they each pitched their creations to the Virgin Wines team, including the CEO, as part of the process.
The brief given to the students was straightforward: design a wine label and name that has personal meaning to you. 35 submissions were made, and following two rounds of pitching, only five were selected to become wines. Each label in the collection tells a unique story, capturing moments of creativity and personal expression. The debut bottle in this exciting new collection is “Dead Beat Feet,” featuring an evocative illustration by NUA student Alexander Lock.
The first Bottle in the Collection: Dead Beat Feet
Alexander Lock, the artist behind Dead Beat Feet, describes his illustration as: “a homage to that feeling of being on your feet all day and the relief of getting home, kicking off your work shoes, and finally relaxing.” This striking label adorns the ICP Cotes De Gascogne Trinity Blanc 2023, a fresh and vibrant wine that perfectly complements the relaxed theme of the artwork.
Quotes:
Graham Tracy, Creative Director at Virgin Wines, expressed his enthusiasm for the project: “Collaborating with NUA on the Young Artists Collection has been an incredible experience. The creativity and passion these students bring to their designs is truly inspiring, and we are thrilled to feature their work on our wines. Virgin Wines is dedicated to bringing quality, innovation, and excitement to the wine industry. We aim to offer customers a unique and engaging experience with each bottle and this special collection is a great example of that.”
Alexander Lock, the first artist to be featured, shared his excitement: ““My design embodies the feeling which we all experience, especially at work, and that is the sensation of being on your feet all day. This is highlighted with the crocodile teeth which also act as the sole for the shoes. I wanted to design something that from first glance looks as painful as it would possibly feel, this was all done as a method of building a relationship between the consumer and the wine label illustration. On top of this having a name like the one I’ve chosen helps to include a hint of humour in the design to help take the edge of the pointy teeth.”
Gill Sampson, Course Leader BA (Hons) Illustration, Norwich University of the Arts, emphasized the value of the project: “Virgin Wines Norwich provided a brilliant opportunity for our final year students to engage with a live brief and get valuable first-hand experience working with creative industry professionals. Graham and the team at Virgin Wines gave ongoing feedback and guidance and it was great to see the confidence students gained throughout the whole process. The brief allowed a diversity of approaches and encouraged individual students to really showcase their personalities and produce an inspiring range of illustrations and designs”.
Shop: Dead Beat Feet Trinity Blanc | Virgin Wines. The rest of the collection will be released throughout the year.
CONTACT: emily.revell@virginwines.co.uk for full release and image downloads.
