JShed x JHarden

All-Star Wine Partnership

When an NBA All-Stars hero teamed up with Jam Shed, we helped them win big.

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An exciting collaboration between a sports star and a quirky wine brand.

World-famous basketball player James Harden wanted to promote his signature wine collection, in collaboration with Jam Shed: J-Harden x J-Shed. Appealing to his enormous fan base, the idea was to make a wine that was loved by both novices and connoisseurs. 

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Harnessing his fan appeal, we created an instantly recognisable design for POS.

With a bright, cool design focused around his iconic beard, we developed assets which could change depending on the wine type. From floral for Cabernet Sauvignon to party-paint for Prosecco, each design popped and delivered total stand-out. We backed up the in-store POS with a consumer website, packaging and an email campaign – together with a comprehensive brand activation toolkit.