Details

Details is the entry tier to the Sinegal Estate portfolio. The name is an homage to the brand owner’s father’s go-to expression, “The devil is in the details.” However, the original packaging’s interpretation of a goat head for the icon wasn’t received well and proved problematic because it was viewed as satanic. The new design needed to have a premium look and feel and connect better with the Sinegal family of wines.

Years prior, we developed the Sinegal brand and its icon, based on the key to the house on the winery property. For Details, we created an ornate keyhole which complements the key and symbolizes Details as the access point to the rest of the Sinegal portfolio. The keyhole is diecut to allow consumers to peer through the label into the wine.