Birds Eye Wine Ltd Edition

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Design: The Creative Method
Location: Australia
Project Type: Produced
Client: Marlborough Valley Wines
Product Launch Location: New Zealand
Packaging Contents: Wine
Packaging Substrate / Materials: Glass and material
Printing Process: Screen printing

With a crowded wine market, the brief was to create a pack that was unique, had standout and enabled the pack to be sold for a premium. It needed to create a talking point around the dinner table of the 30+ year old’s but not feel unapproachable or elitist. Reflecting a sense of nature was also an advantage. It was a small run and needed to drive brand recall in a cost-effective way.

What’s Unique?
Flying over Marlborough, New Zealand the vineyards below create a patchwork life material effect from the sky. The label was created from material selected to reflect the view from above. Many birds are present prior to harvest showing that the grapes are at the optimum ripeness. 2 birds we used to form a glass in the negative space – showing a toast. The material and swing tag shows craft, style and quality