Midsummer’s White & Summer Concert Series
Illustration, hand lettering, subbrand logo design, packaging design, art direction, collateral design.
In 2017, Chateau Ste. Michelle celebrated their 50th anniversary of the winery’s founding in 1967. To commemorate this, the client wanted to do something special and different for their summer concert series: they asked to lean into the look of the late 1960s concert posters, with their organic, hand-drawn shapes and psychedelic patterns. They also asked to create a special edition label for the Midsummer’s White wine to tie into the concert series, since the wine was released and enjoyed concurrently with the concert season.
For many years the grounds have been graced by peacocks, which have served as defacto mascot for the winery. Mimicking the bottom-heavy hand lettering of the time and using a psychedelic illustration style, I hand-drew all elements for the front label and created series of collateral materials that evoked the artwork of the era, featuring the peacock as the star.
The design style was used on the label, concert poster, and across a variety of collateral such as T-shirts, brochures, passes, and more. The materials were energetic and fun, and I loved hearing guests in the tasting room talk about how they thought the T-shirts and wine bottles were so cool! The wine, which was created in 3 colorways of teal, blue, and purple, sold out before mid-summer.
