The strategy behind the redesign of the wine labels and packaging was to elevate the existing brand identity design and labels, from premium to ultra-luxury. Through highlighting each distinctive component that makes the wine world-class, we aimed to demonstrate the richness of the wine.
Packaging Design
Branding
Label Design
Art Direction
Award Winning
Luxury Packaging
THE SOLUTION:
The strategy behind the redesign was to elevate the existing brand identity and labels, from premium to ultra-luxury. Through highlighting each distinctive component that makes the wine world-class, we aimed to demonstrate the richness of the wine. Each varietal has varied elements affecting the production and quality of the wine, from the wind direction to the ancient terroir, direction of the vineyards to the craft. Each elements was illustrated as an individual icon and then collaged to form an animals face. Black Lion uses a portrait of a lion inspired by the ancient Cape Lion, Book XVII the image of an eagle from the Book XVII. Each animal portrait hand illustrated using the vintage process of etching, which created a unique aesthetic you cannot achieve in photoshop. Applying key label design principles, the brand identity and logo were kept minimalist to place focus on the complexity of each illustration.
THE RESULTS:
The rebrand of De Toren has proved immensely successful across all business objectives and KPIs set out. Wine sales, brand awareness and overall brand equity has grown quarter on quarter.
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