Puchang Vineyard
Puchang Vineyard produces award-winning organic wines made by the Gobi Desert in China.
I was commissioned to create a label for their orange wine that appeals to a sophisticated, younger and more adventurous audience.
“Erin worked on our new label design targeting younger consumers. She grasped the essence of our brand concept immediately, delivering exciting design options. It’s such a joy to work with a talented designer who’s always pleasant and responsive!”
We explored the concept of hiding Chinese characters conveying their brand characteristics into meaningful pictures or abstracted images. Three iterations of this concept were produced for the client:
This first iteration abstracts characters ‘有机’ and ‘沙漠’ into a part of a bold pattern of thick strokes and rounded edges. The “tree” part of the character is represented in pictoral form, and a subtle, organic sanded texture is overlayed on top, giving clue to sand dunes and the organic nature of Puchang wines - most prominent and significant part of the Puchang branding.
The second concept plays on the character ‘机’ , expressed in the pictoral tree, while giving a twist to the classic motif. The illustration style is more rugged in style and distressed in places, matching the choice of paper stock. Rendered in mostly monochrome, the colour of grapes and lines of the tree bark come through, giving the illustration a more contempo- rary, forward-looking edge.
The final iteration uses roots of the tree to hide abstracted chinese characters into the illustration, and the picture becomes a tongue-in-cheek seek-and-find. ‘有机’, ‘沙漠’, ‘日照’, ‘醇’, ‘承傳’ can all be found in the roots. Roots symbolise familial heritage, which reflect the Puchang brand and culture, while soil and climate reference the advantageous location of Puchang Vineyards.
The client loved the first concept, so we took this forward to explore orientation, textures and colour options, some examples shown above. Ultimately, taking into consideration the bottle colour and overall aesthetic, the below direction was chosen:
