Noble Rot is a luxury wine brand celebrating the artistry of forgotten professions, transforming the idea of obsolescence into timeless craftsmanship. The creative direction centered on visual harmony, ensuring that every element, from color palettes to bottle patterns, reflected the identity of each trade. A cohesive system extended through packaging, advertising, and an AR tasting concept that brought the brand’s storytelling to life interactively. Promotional materials, such as wheat-paste posters and ambient events, further grounded the brand in a tactile sense of history. The result is a refined yet expressive identity that invites audiences to savor both heritage and design in every pour.
Branding, Advertising, 360 Campaign, UI/UX, Web Design, Animation, AR
Denise Bosler, Summer Doll-Myers, Joshua Miller
Photoshop
Illustrator
After Effects
Procreate
Figma
Womp3D
“Noble Rot looks to honor the obsolete professions of the past, celebrating their contributions to shaping the world we live in today. Each bottle brings the story of a forgotten job into new light through luxury taste that is aged to perfection, turning obsolescence into celebrations. Wine connoisseurs and history buffs alike will appreciate Noble Rot for allowing them to slow down and reflect on what came before them, sharing stories of the past in a new age. It is more than just a drink—it’s a celebration of progress, honoring the past and the professions that helped shape the world we live in today.”
—Noble Rot Mission Statement
Each bottle pairs a distinct trade with a rich visual narrative, blending hand-drawn illustrations with custom typography. Brand elements continue the style and feel of the bottles to create a bold prescene on and off shelves.
Further expanding the brand’s established look, Noble Rot continues as an out-of-home campaign featuring wheatpaste posters highlighting past professions, along with immersive bus stop shelters and billboards.
The Noble Rot brand extends its reach through immersive wine-tasting experiences. Staff and volunteers would dress as the ghostly professions featured throughout the campaign to encourage engagement, particularly across social media, while offering guests 21 and older the opportunity to sample select wines.
Alongside a single-scroll website, Noble Rot introduces an AR experience that helps users discover wine pairings for dinner parties or everyday meals. By scanning a plate or dish, users receive pairing suggestions from the brand’s ghostly sommelier. View the Figma prototypes on desktop↗ or mobile↗.
Below are early concepts exploring the branding, advertising, and AR experience for Noble Rot. The work combines hand-drawn illustration with a more structured pattern-based system to create a balance between expressive visuals and a cohesive brand identity.
