Fruit & Flower Wine
Identity, logo design, packaging design, art direction, photography art direction, illustration art direction, point-of-sale. Illustrator: Mara Penny.
Fruit & Flower wine was created as a fruity, easy drinking wine, targeting a very specific demographic: trendy, younger women who loved both fruity flavors in wine and the indoor gardening trend. We were asked to create a brand identity and subsequent label that addressed this, but didn't succumb to the stereotypically "feminine" designs that relied heavily on pink and frills. When crafting the brand logo, I used strong, contemporary, but slightly whimsical sans-serif as the base of the identity, and an ornate, flowing ampersand that is reminiscent of flower petals and vines. I researched and reached out to several illustrators, and with the client, we eventually selected Mara Penny for her fun, contemporary illustrations.
What started as a fruit-forward chardonnay in a 750mL wine bottle and corresponding shipper rapidly expanded to include 2-packs of cans for chardonnay, rosé, and bubbles, keeping in the same style as the wine bottle. I adapted the label artwork to the can and, reaching out to Mara for additional illustrations, created the new varietals and their 2-pack containers. Shortly after that, the client requested a new variety for Fruit & Flower: flavored wine spritzers! Still within the world of Fruit & Flower, these were more fruit-forward, and more refreshing, so we relied heavily on color to communicate flavor and to have a bigger presence on-shelf.
In addition to creating the identity and packaging, I also art-directed multiple photo shoots and created point-of-sale hero graphics, a pop-up, and oversaw the digital presence through Instagram graphics and Snapchat geo-targeted filters.
