Label 5 unveils whisky-inspired street art
Blended Scotch brand Label 5 has teamed up with Upfest, organiser of Europe’s largest street art festival, for a graffiti-themed activation.
The La Martiniquaise-owned whisky collaborated with five street artists, who each created a work inspired by the brand.
The team of artists comprised Sled One, Paul Monsters, Hazard One, The Hass and Mentsism. The graffitists also hand-painted 50 bottles of the Scotch whisky as part of the partnership.
“Our Scotch whisky has a lot in common with street art,” explained Julia Pinoncélu, international brand manager for Label 5.
“That’s why this collaboration with a collective of street artists means so much to us, we wanted to celebrate our positive value of group power.”
In October 2020, the brand debuted its first single grain expression.
Check out the whisky-themed artwork crafted through the collaboration below.
Artist: The Hass
The brand said: “The Hass drew the figure ‘5’ in a postmodernism design to match the contemporary style of Label 5.”
Artist: Sled One
The brand said: “Sled One wanted to combine two key facets of Label 5: a nod to Scotland with the leaves, and to the urban positioning of the brand with the skyline in the background.”
Artist: Paul Monsters
The brand said: “Paul Monsters was inspired by the ingredients of the whisky to create a geometric ear of barley with shades of five colours.”
The brand said: “Mentsism used his fluid style of art to draw a figure ‘5’ and create a direct representation of Label 5 Scotch Whisky.”
Artist: Hazard One
The brand said: “Hazard One themed her graffiti around the five fingers of a hand raising a glass to say cheers.”