Archetype Wine

Creative Agency: Lindsay, Stone & Briggs
Designers: Kelly Marie Gutt, Kim Kelley
Project Managers: Carolyn Hartley, Sherry Shaffer
Developer: Boone Sesvold
Copywriters: Spencer McAfee-Gundrum, Eleanor Pierce
Chief Creative Officer: Bill Winchester
Agency Producer: Julie Herfel
Project Type: Concept
Location: Madison, USA
Packaging Contents: Wine
Packaging Substrate / Materials: Glass Bottle

Lindsay, Stone & Briggs has a strategic planning process that’s based on archetypes. The process doesn’t end with a strategic plan but is embraced by our creative process as well. Design, art direction and voice are all carefully built around the brand archetype. The assignment was to find a way to demonstrate this belief to both our current and prospective clients in an interesting and well-designed way.

We wanted to find something we could send to clients that had some value that also demonstrated in a tangible way how we integrate strategy and creative archetypically. Enter wine. Wine has very distinct personalities that can be described archetypically so we did what any creative department would do—drank wine while working on a concept for each archetype. The result is a fun, interactive way for our clients to experience our process.

What’s Unique?
The concept for Archetype Wine is complex and carefully thought out. Every aspect of the copywriting and design was chosen to help reflect each archetype’s personality. Because it’s conceptually complex, the art direction is very simple, yet striking and playful. Something that isn’t often found on wine packaging.