First: Creative Review, the prestigious British journal of “Advertising, design and visual culture,” selected D/C’s identity and packaging for Farrier for the magazine’s 2011 annual. Farrier is a division of Jackson Family Wines, the ultra-premium division of Kendall-Jackson.
Next: Farrier took Best of Show at the 2011 SF Addys.
Now: Last night, in the 2011 One Show, D/C (alone among SF agencies, if we may be so crass) grabbed a Bronze Pencil for Design for the mighty Farrier. Ups (again) to Patrick Nistler and the whole D/C wine team.
No marketing-driven “critter” wine, the challenge for Farrier, a new luxe libation, was to bring in a sense of history, terroir and romance without dragging out the cliched oak barrels or little ole winemaker. This widely honored ID and packaging instead taps into the property’s 19th century background, when building and land were home to a well-regarded blacksmith and functioned as a community meeting-place.
Farrier, the new wine brand from the high-end division of Kendall-Jackson, arrived with an authentic backstory. The winery property had been the home and office and, in effect, a community meeting place for the popular local horsehoer, a history that would be carried into the name and packaging.