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Cruse Wine Company

Client: Cruse Wine Company

With the continued proliferation of boutique wines, it has become increasingly more important for producers to embrace packaging that is more expressive, singular and atypical. Drawing on the wine-maker’s maverick attitude, we developed a provocative brand identity that retains a tradition of elegance while simultaneously reflecting a revolution in contemporary standards. Antique engravings are obscured by vivid neon colors, creating considerable impact at a distance. However, plenty of compelling features manifest at close range. A slight rotation of the bottle reveals an elegant typographic palette, which borrows traditions normally found in the spirits category. The logotype is suggestive of a family monogram and further reinforces the quality expected from today’s premium products. The results are labels that exude a coy playfulness, each being an invitation to experience the seemingly ordinary within new contexts.



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