The assignment was to create a wine label system that would highlight the unique combinations of elemental forces that go into producing superior grape varietals.

The Practical Matter brand takes its cue from the alchemical study of the four classical elements: Fire, Air, Water and Earth expressed here as Sun, Wind, Water and Earth. The art for each label visualizes the mysterious interplay of these elemental forces. Forces that join together in producing unique combinations and flavor profiles. Striking, stylistic representations of hypothetical “formulas” for each wine varietal create graphically bold, artistic and engaging visuals. The labels are overprinted on silver paper with select areas allowing the metallic quality to shine through and highlight the value of the elemental forces within. The system was developed to be modular, interchangeable and expandable so that a variety of visual formulas could be developed from a common design vocabulary.

“I knew pretty early on I wanted to work with Kitemath on a wine label. To me, a wine label is just as important as what's inside the bottle. In an oversaturated market, consumers need to be instantly drawn to the package. For the Practical Matter project, Kitemath was able to incorporate eye-popping color and modern design, while still hugging the line of classic and innovative. With label design being such a critical part of the retail buying experience, Kitemath knocked it out of the park.”

– Steve Sullivan
Route 101 Wine Company