Packaging redesign. Choose an existing line of packaged goods and redesign an entire packaging line. Must include at least four variations. (size, flavor, color, etc.)
I was interested in designing liquor packaging of some kind, so I reached out to R. Fowler, a local winemaker, and explained the assignment to him. He offered to let me design new labels for an annual wine tasting and fundraiser event.
Fowler was looking to create something distinctly different from the existing labels so I decided to build an identity from the ground up. Starting with strong clean wordmark that takes advantage of a geometrically stylized bunch of grapes, which doubles as an upper case F. I then built the label design around two ideas. First the Fowler brand should reflect the passions of its creator, specifically art and science. Second the label should help the person looking at it understand what they are going to get.
The labels use scientific "field journal" style illustrations and pair them with a watercolor wash to indicates the style of wine based on its color. Red for red wines, pink for rose wines, green for white wines and blue for fruit wines. The illustrations depict either the type of fruit that the wine is made from, or in the case of grape wines a regional bird. This is because the different grape illustrations would have been too similar to be useful when trying to decide what wine to buy, however the birds act as a brand asset for Fowler and allow the labels to stand out from other wines on a shelf.
The labels have been a resounding success. Mr. Fowler is proud of them, I received a good grade on the project, and more importantly Fowler wines (along with their new labels) helped set a new record amount of donations at this years annual fundraiser. Money that has gone to help other students attend college through the funding of scholarships.