Cloudy Bay Vineyards Design & Branding LIGHT WEAVE GIFT BOX by Strategy Design & Advertising

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LIGHT WEAVE GIFT BOX

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Industry Wine & Champagne
Media Design & Branding
Market New Zealand
Agency Strategy Design & Advertising
Creative Director Guy Pask
Designer Kerry Argus
Released June 2010

Credits & Description

Category: iii. Premium Brand
Advertiser: CLOUDY BAY VINEYARDS
Product/Service: WINE
Agency: STRATEGY DESIGN & ADVERTISING
Date of First Appearance: Jun 1 2010
Entrant Company: STRATEGY DESIGN & ADVERTISING, Christchurch, NEW ZEALAND
Creative Director: Guy Pask (Strategy Design and Advertising)
Designer: Kerry Argus (Strategy Design and Advertising)
Media placement: Wine Bottle Box - International wine retailers - June 2010

Describe the brief from the client

Cloudy Bay is a market leader in New Zealand’s premium wine market. The company has been instrumental in building a profile for New Zealand wine around the world. In 2010 Cloudy Bay celebrated its 25th anniversary giving the company an opportunity to enhance its brand profile and reaffirm their leadership position in the market.
We were briefed to develop an over-arching campaign to celebrate the anniversary, one element of which was a commemorative gift box. The campaign needed to get retailer buy in and have strong consumer appeal. Futhermore our design and concept had to communicate to a worldwide audience.

Describe the challenges and key objectives
As part of our wider thinking we had to take into account that while 25 years is a significant time frame for a New Zealand wine, it’s just a short breath for more established brands in Europe. With this in mind we chose not to make the number of years the focus of the work. Instead we developed the concept of ‘connectedness’ and used this idea to create a campaign that would resonate better in the international market.

Describe how you arrived at the final design
To express the idea of connectedness visually we created a design element we called the Lightweave. Fluid yet geometrical, the interconnecting lines of the Lightweave suggest elegance and balance – key attributes of the wine itself. On the gift box this device was wrapped around all four sides to create a tiled effect when boxes are placed side-by-side, achieving much greater shelf impact. We carefully crafted the design using minimalist typography, pearlescent ink and embossing to impart a feeling of sophistication and celebration.

Give some indication of how successful the outcome was in the market
The result is a package that firmly places the brand in the upper ranks of the premium wine category. The gift box had very positive uptake by retailers around the world and was so successful it was expanded into a range of sizes, housing one, two or three bottles. The print run was extended beyond the 25 year commemoration period and is now used as the wines premium gift packaging.