Journey's End experiments with augmented reality labels

South African winemaker Journey's End has captured the essence of its vineyard in a never-before-seen way with its new wine range, Identity.

The range's colourful labels, depicting different elements of the producer's Stellenbosch vineyard, are brought to life through augmented reality (AR), a sister concept to virtual reality (VR).

Through the technology Journey's End has animated key elements of its operations on the bottles: an 80ft medieval trebuchet, which is used during fundraising events on the farm, swings into action; bees from the 40 beehives which help pollinate the vines' flowers buzz across the labels; and the national flower of South Africa, the Protea, sways in an imagined breeze.

Journey's End worked closely with Bibendum and Immersive Studios to develop the new label and all the action can be easily viewed through the Plonk app.

Rollo Gabb, Journey's End managing director, said: "The Journey's End brand is all about consumer engagement and fun. We wanted wine drinkers to be transported to our vineyards as they enjoy the wine so that they can really live the spirit of the brand. Everything on the label plays an important role in the day-to-day running of our vineyard, and what better way to give wine lovers a taste of South Africa when they can't physically be there!"

The Identity range is IPW (integrated Production of Wine) certified, with the grapes sustainably farmed and the wines ethically produced. The range comprises six wines: two whites (Chardonnay and Sauvignon Blanc), a Grenache-based rosé, and three reds (Shiraz, Cabernet Sauvignon and a Cabernet Sauvignon/Merlot/Cabernet Franc blend). The range's launch will be supported by integrated marketing, PR and social media activities.

15 September 2020 - Bethany Whymark