Refresh, contemporize and enhance the premiumness of the label, while providing a stronger connection to the Kenwood Vineyards master brand.
Jack London is a very iconic brand from Kenwood Vineyards. Its former package suffered from cluttered communication and a label that didn’t live up to the high quality of its wine.
We maintained its iconic nature by contemporizing and simplifying the wolf illustration, as well as the overall communication. The textured paper stock reinforces handcraftmanship and, together with various printing techniques and finishes, elevate its premiumness.
The new Kenwood Vineyards icon and use of cooper foil help create a stronger connection to the master brand while still allowing Jack London to have its own distinct identity.
Just now appearing on store shelves, the redesign has received strong support from the retail trade and is generating higher than expected membership rates to the Kenwood Vineyards wine club post experiencing the new package in the Kenwood tasting room.