Assignment:
Beaulieu Vineyard's 2013 Rarity is an exceptionally spectacular special edition wine, fit to honor the memory of André Tchelistcheff, BV's defining winemaker, and a giant in the history of Napa Valley wines. The task was to design a small, high-end brochure, using many historical photos, to tell the story of this wine and educate the collector on BV Rarity, while conveying the distinctive, opulent expression of an extraordinarily high-quality vintage. The statement brochure was to be included in the lid of each Rarity magnum bottle's black wood gift box, as well as serve as a trade sales tool.

Approach:
This high-end brochure was to rely heavily on photography and design elements from the Rarity packaging. It had to complement the brand packaging and yet have a presence and visual statement of its own, to stir curiosity with its readers. The designer was given carte blanche to build in "all the bells and whistles". Having to open the brochure by first untying the satin ribbon conjures up the excitement of one being presented with a special gift. By using carefully placed accents of fine, upscale printing techniques – textured stocks, perfect bound binding, satin ribbon, fly sheet, embossing, and foils – the finished piece captures the spirit of Rarity's brand message, with its tactile, luxurious, and alluring effect.

Results:
The clients were very excited to have an opportunity to create a statement piece implementing such a wide assortment of printing finishes, without going too over the top, and were thrilled with the finished piece. It spoke well of Rarity's luxurious brand image, and in sharing it with people, contributed to the hype in the launch of this very special wine.