Jansz x Eloise Lark
In 2018, Jansz Tasmania set out to solve a specific problem: their existing gift packaging had been described internally as 'beige'. In a category built on occasion and gifting, packaging that blended into the background was a commercial miss. The brief called for something vibrant and premium, grounded in Jansz's core value of supporting the Tasmanian community. That meant partnering with a Tasmanian artist.
Luisa was brought in to help source the artist as well as lead the design. Eloise Lark, a Hobart-based illustrator known for her layered, colourful celebrations of the Tasmanian landscape, was selected. Jansz had come across her wallpaper commission 'Derwent Seasons', which captured the drama and unpredictability of the Tasmanian climate, and the connection to how the brand describes its own winemaking was immediate.
The project grew beyond gift box design into a full retail campaign. Following the packaging brief, Luisa was commissioned to develop a comprehensive POS kit to support the launch, with the creative direction to treat point of sale as art and the retail environment as a gallery space. To inform this, Luisa conducted a store recce across Vintage Cellars locations in NSW and produced a customer journey document mapping 19 POS touchpoints across three store tiers, from hero window displays to small independent retailers.
The final POS suite included drop-down banners, shelf wobblers, header cards, shelf talkers and shipper wraps, designed to work across 20 Vintage Cellars stores from October 2018 and then rolled out nationally across 120 independent retailers. Gift boxes for both the Premium Cuvée and Rosé were distributed across Australia, US and UK markets, supported by PR and social activity.
The results were strong enough that Jansz Tasmania returned the following Christmas, commissioning Jamin for the 2020 season. The series ran for six years.
Client
Jansz Tasmania
Disciplines
Packaging Design
Shopper Marketing
Point-of-sale
Typography
Finished Artwork
Print Management
Illustration
Eloise Lark
Agency
Luisa Scoppa Design
Adhesive PR
