As labels in Cellar No. 8’s competitive set became more modern and colorful, Treasury Wine Estates approached us to refresh the look of the brand. The new packaging needed to capture the appetite appeal for each varietal based on its taste profile, but also create a clear visual differentiation between them. We needed to accomplish these goals without losing the brand’s existing customers at the shelf.
Our team began by sampling the wine and comparing our impressions to the tasting notes for each varietal. We then created mood boards that paired the top three flavors for each varietal with the colors that best represent them. This method enabled our team to quickly come to an agreement on the best color for each varietal and to evaluate how each would function within the brand family. The result is a new package that celebrates the rich history of the Asti Winery while feeling fresh and modern.