Create a brand identity and packaging system that captures the beauty of Villa Bellezza’s designation winery, inspired by centuries old villas of Southern Europe. The packaging system must accommodate 30+ wines of varying levels of value while telling the unique story of each one.

The brand was crafted to exude the beauty of Villa Bellezza’s destination winery and exceptionally crafted wines. The label system uses a stable of elements to manage three tiers of wine, as well as varietals from dry to sweet. Typography grounds the labeling system, and features the individual wine varietal.
Value wines use bold color and patterns, making them the most friendly and approachable. Signature wines incorporate more premium cues, using patterns with a metallic finish. Patterns work to separate the many options while color helps to denote sweeter or dryer wines. Premium tier wines include reserve, sparkling and dessert wines, and special vintage ice wine in season. These each use more restraint in the way patterns and colors are applied.

The new brand and packaging creates an architecture for a wide range of wines of varying value. The artful solution captures the magic of an award-winning winery and establishes the product as a lovely reminder of the experience to visitors who take bottles home.