Packaging, Brand Design
I was approached to create a wine label and logo for an up-and-coming Israeli winemaker wanting to make a splash in the Tel Aviv wine scene. I discovered that while demand for local wines is growing considerably, most buyers are relatively young: between the age of 28-35. To appeal to this youthful, cultured audience I enlisted the help of a Tel Aviv watercolor artist to create original art for the labels. The result is that of an abstract fine art series when the bottles are displayed on the shelf. Since the winery is new, the name and logo take second place to the painting, knowing that aesthetic value will draw more first time buyers than a lesser-known brand name in the wine aisle.