DC’s smart, charming and evocative packaging for Farrier wine, part of the high-end Jackson Family Wines (part of Kendall Jackson) took one of three Best of Shows Saturday night at the San Francisco Addys. Not only did the agency create the labels for both the red and the white wines, D/C’s wine team, including designer Patrick Nistler, developed the entire brand from scratch, drawing on the history and lore of the local area. The wine deserves the great packaging, but the packaging certainly deserves the prize. Salud.
Created for Jackson Family Wines (of Kendall-Jackson fame), Farrier is a brand that D/C helped build from the ground up. The client came with a plot of land in Sonoma’s Alexander Valley and a challenge — create a wine brand that embodies the heritage of that singular place.
The overall concept taps into the sense of community that has historically played such an important role in rural life. Jackson Family Wines has always been guided by a strong appreciation for the land. And, as a family business, it is deeply rooted in the community. It seemed natural for Farrier to pay tribute to these things.
The design tells the story of a blacksmith shop that had been on the property in the 1800s. It was a place where the local farrier (or horseshoe fitter, for those of you not familiar with equine parlance) plied his trade and the townsfolk gathered to socialize. Reinforcing the handcrafted quality of the wine, the packaging mirrors the look of an old newspaper and the language adopts an endearingly olde-school colloquial tone. The red wine uses a more traditional wrap label, while the whites are adorned with a die-cut “F.”
Previously positioned as the wine for those who lived life on the edge, Gnarly Head wanted to elevate what was purely a lifestyle brand. However, they still wanted to connect with their core consumers who lived life boldly and, well, had the scars to prove it.
D/C created a print and radio campaign highlighting the new tagline: Old vines make bold wines. In the print executions, we subtly hinted at the adventurous lifestyle that our consumers enjoy, as articulated in the headline: Bold. Sophisticated. With a hint of Gnarly. By doing this, we deftly connected the lifestyle story to the wines’ unique style — in this case, a bold Zinfandel made from the grapes of old vines.