Creative Agency: XPRESSIONS
Designers: Eddie Goldfine, Liron Silkov
Photographer: Hagit Goren
Project Type: Produced, Commercial Work
Client: Feldstein Winery
Location: Tel Aviv, Israel
Packaging Contents: Wine Labels
Packaging Substrate / Materials: Paper, glass
Printing Process: Digital, Foil, Blind Embossing, Rustic white wine paper

“FELDSTEIN” is a privately owned winery located in central Israel. The head winemaker and part owner of this boutique winery, Avi Feldstein, asked us to develop a special series of labels characterizing his vision of a dynamic, diverse winery producing a rich variety of wines using chosen grapes from different locations. The labels use empty maps defined only by their coordinate borders as if to say, “we know not where the next harvest will occur”.

“The spot is already located but our steps have yet to mark the path… our feet will draw the map” says Feldstein. The empty map is metaphorical as well- defining the varietals, areas, terrain, climate and history. “My winery’s identity wishes to celebrate this search, the freedom and responsibility it allows and the magic it creates” adds Feldstein.

The empty map uses simple, elegant typography juxtaposed with visual elements from old maps and topographical graphics. The FELDSTEIN logo is designed using a scanned classic Hebrew wood-block typeface known as “Hatvi Hallul” designed in 1956 and is well known for its use in certificates, signs and official documents.

What’s Unique?
The labels are designed for each and every bottle using both separate and continuous front and back labels. The labels use simple embellishments: The black logo is embossed and metallic foils (gold for the red wines and silver for the whites and rosé) add a sense of quality to this superior product. Unlike commercial wines, the FELDSTEIN bottles use wax sealed capsules and custom stamped corks.