Heaps Normal's High Hopes wine branding takes Memphis as a starting point but strips away kitsch, using fractured graphics, acid yellow, sky blue and bubblegum pink to make a statement about optimism. The influence of Barbara Kruger's typographic style sharpens the tone, while the Devo-inspired punk edge gives the identity a defiant, energetic feel that matches the product's ambition.

The campaign extends into a scrappy music video directed by Madeleine Purdy, shot in a warehouse with punk band Meow Meow & the Smackouts. Backed by independent creatives, the project reads as a refreshing antidote to polished beverage marketing. The design and film work together to present non-alcoholic wine as something culturally credible, not a compromise.