St Hugo
F1 Grand Prix 2025
Project Category
Shopper / Art Direction / Design
Agency
The Idea Shed
Client
Pernod Ricard AU
St Hugo: Elevating the Grand Prix Experience
St Hugo is a name synonymous with excellence in Australian winemaking. Known for its bold, full-bodied wines, the brand embodies sophistication and a commitment to craftsmanship. Positioned in the ultra-premium category, St Hugo is a celebration of life's most luxurious moments. As the official wine sponsor of the Australian Grand Prix for over five years, the partnership perfectly aligns the prestige of Formula 1 with the elegance and refinement of St Hugo wines.
Every year, St Hugo offers one lucky winner the chance to indulge in a VIP experience at the Grand Prix—a once-in-a-lifetime blend of excitement, adrenaline, and luxury. In 2025, I was tasked with designing the key visual for this iconic campaign, translating the brand’s ethos into a promotional piece that would stand out in a crowded market.
The brief:
The goal was clear: create a visually stunning promotional design that elevates the St Hugo brand while capturing the spirit of the Grand Prix. The design needed to transport customers into a world of luxury and thrill, evoking the excitement of a day at the races—exquisite wine in hand.
However, the project came with creative challenges:
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No racing imagery: St Hugo does not sponsor an F1 team, so using official racing imagery was off-limits.
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Static depictions: Due to the nature of alcohol advertising, cars could only be depicted as stationary.
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Global F1 compliance: The creative needed approval from F1 authorities, requiring a thoughtful and unique approach to align with their strict branding guidelines.
Creative Journey
To kick off the concept development, I delved into moodboarding, drawing inspiration from St Hugo’s sophisticated identity. The brand’s signature “S-curves” became a central design element, creating visual flow and depth while offering a framework for promotion copy and bottle placement.
I tackled three tiers of creative exploration:
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A safe option that balanced boldness with restraint,
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A middle-ground concept with elevated energy, and
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A push concept that pushed boundaries with adventurous ideas.
Illustrative Crafting:
Due to the restrictions on official racing imagery, I used a mix of AI-generated visuals and stock photography for early mockups. For the final design, I collaborated with a 3D artist to render a bespoke F1 car. The car was treated with an illustrative approach, blending sleek, metallic textures with refined lighting to evoke the elegance of the St Hugo brand.
Refining the Vision
Once the direction was set, I worked closely with the 3D artist, ensuring every detail of the car—from lighting to texture—enhanced the overall composition. The result was a breathtaking centerpiece that balanced St Hugo’s premium aesthetic with the high-octane energy of the Grand Prix.The final design weaves St Hugo’s luxurious curves with the thrill of F1, creating a visually arresting key visual that not only celebrates the partnership but also captivates consumers in a competitive retail space.
Impact:
This campaign is set to launch in January 2025, gracing the shelves of Australian indie liquor stores nationwide. By blending luxury with innovation, the design captures the spirit of "A Moment Worth Celebrating," reminding consumers that with St Hugo, every occasion is elevated to something extraordinary.
