Client:
Pongrácz
Agency:
Singh & Sons and Haas Collective
Services:
Lead Creative
Textile Designer
Visual Storytelling Lead
Creative Consultation
Influence& Brand Ambassador
Year:
2019 - 2021
Industry:
Beverage & Spirits, Lifestyle, Collaborations
Credits:
Photography - Brad
Production - Head in the Clouds
Videography - Rob
Product Production - Waz Outdoor
Millenary - Christal Birch
Shoe Manufacturer - Galago
Music Production - DJ Djeff
Show Producer - Emil Lime
Fashion Film Producer - Jacob Snyman
Brief:
Premium sparkling wine Distell brand "Pongrácz", known for its refined elegance and daring personality, sought to amplify their tagline "Above all be Bold" by celebrating bold creativity, opulence and visual storytelling through a collaborative campaign. The brief called for a distinctive, culturally resonant textile print that would reflect Pongrácz’s brand essence and expand into broader lifestyle expressions in the creative space, fashion cross over for brands like Pongrácz locally and internationally.
In response, I was commissioned to create three original textile designs, with the public and a panel of tastemakers voting to crown one as the official Bold Print of the Year. Above and beyond that Pongrácz collaborated with me as a brand creative partner to influence their brand from a fashion perspective and directly tinker with their corporate ID and staple assets from events, entertainment and lifestyle branding signifiers and offerings.
The winning design, “The Populist”, was chosen for its unapologetic optimism and energetic pattern language. It became the anchor for a larger campaign that celebrated collective identity and cultural vibrancy.
Beyond print design, I led a creative expansion of the winning design into a multidisciplinary lifestyle capsule — transforming “The Populist” into a sensory brand experience:
- A Fashion Film incorporating a the story of Desiderius Pongrancz story through a capsule collection as part of the campaign roll out and influencers seeding from the hats that I designed as part of the collection.
- Furniture & Interiors spaces that translated the print into custom upholstery and collectible décor pieces featured in various South African productions on Netfflix & Showmax. This collaborations eventually lead to a permanent partnership between myself and Waz Outdoor furniture, co-creating bespoke furniture pieces.
-Music & Sound: Collaborated with a international music producer and Dj Djeff to create the original soundtrack and score for the fashion film inspired by the print’s rhythm and theme — reinforcing the idea of design as a lifestyle.
The campaign elevated Pongrácz from a beverage brand to a tastemaker in the lifestyle space and engaged audiences across design, fashion, music, and cultural sectors and ultimately positioned myself & Pongrácz as a patron of creative innovation in African design
Enabling brand collaborations across multiple creative verticals — architecture, art, design, and culture.
