New World Wine is a large leap away from the traditional marketing and production of wine, with exciting grape pairings and a fresh look at promotional content. This uni project saw the conceptualisation of the first Australian wine label to use augmented reality to immerse audiences. The marketing campaign incorporates posters and stickers loaded with a QR code which allows the user to experience the new bottles through AR. A recognisable mascot named Sam was also designed due to the brand’s varied array of fonts and colour schemes. Sam was always spotted amongst the loud and fun promotional content.