FARRIER WINES by Duncan Channon for Farrier

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FARRIER WINES

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Industry Wine & Champagne
Media Design & Branding
Market United States
Agency Duncan Channon
Creative Director John Munyan
Art Director Patrick Nistler
Producer Jessea Hankins
Released October 2010

Credits & Description

Category: iii. Premium Brand
Advertiser: JACKSON FAMILY WINES
Product/Service: FARRIER WINE
Agency: DUNCAN/CHANNON
Date of First Appearance: Oct 1 2010
Entrant Company: DUNCAN/CHANNON, San Francisco, USA
Art Director: Patrick Nistler (Duncan/Channon)
Copywriter: John Munyan (Duncan/Channon)
Creative Director: John Munyan (Duncan/Channon)
Account Director: Liddy Parlato (Duncan/Channon)
Producer: Jessea Hankins (Duncan/Channon)
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Describe the brief from the client
Created for Jackson Family Wines, Farrier is a brand we built from the ground up. The client came to us with a plot of land in Sonoma County, California’s Alexander Valley and a challenge – create a wine brand that embodies the agricultural and cultural heritage of that singular place. It would be a fairly high-end brand, mostly sold through more upscale restaurants. The wine itself is outstanding, and we wanted to create a unique look, feel and vibe to the packaging. It needed to stand out on a table at a nice restaurant and make other diners take notice.

Describe the challenges and key objectives

Sonoma County, California was not always the wine country we know today. Years ago, there were a lot more farmers than tourists, and certainly more cows and horses than farmers. The overall concept of Farrier wine is to tap 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 that produces its grapes. And, as a family business, it is deeply rooted in the community. It was important for Farrier to pay tribute to these things.

Describe how you arrived at the final design
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.”

Give some indication of how successful the outcome was in the market
According to reports from the client, Farrier (which is targeted at on-premise restaurant accounts) proved to be a valuable asset to their sales force. Because Farrier is so different from anything else in the Jackson Family portfolio, it opened the door to new accounts that the sales staff had been previously unable to break into. Farrier can now be found in top restaurants across the United States, such as San Francisco’s Slanted Door.