Creating a brand that resonates with Gen Z requires spontaneity, authenticity, and a bit of rebellion. Enter Wild Vibes, a wine brand conceived and brought to life in less than three hours. This case study explores how Wild Vibes, with its carefree spirit and bold mascot Jamie, came to embody the essence of living in the moment and breaking free from societal norms.

The concept for Wild Vibes was born out of a desire to create something fun, bizarre, and unrestrained. The brand sought a way to channel its stress into a creative outlet that brought joy and connected with a youthful, rebellious audience.

The brand mascot, Jamie, epitomises this spirit. Jamie is a rule-breaker who doesn’t care about societal standards, is dramatically expressive, and lives purely for fun. This persona was crafted to resonate with a Gen Z audience that values authenticity and spontaneity.

In just three hours, the Wild Vibes brand was conceptualised and brought to life. The rapid creation process deliberately ensured the brand remained authentic and unrefined, mirroring the ‘live in the moment’ ethos. This quick turnaround was also a personal challenge for me, aimed at transforming stress into a productive and enjoyable activity.