Norton Winery Redesign
Norton Winery Redesign
The Challenge:
Bodega Norton Winery is a strong Argentinian wine brand that prides itself on its family values and commitment to excellency. A brand with rich history in Argentinian wine and culture, they craft high value products and experiences. However, their current branding lacks reach with young adult audiences and does little to stand out among competitors. Norton Winery must reintroduce itself to social-minded young adults in a way that fully immerses them in the appeal of Argentinian wine, history, and culture.
The Challenge:
Bodega Norton Winery is a strong Argentinian wine brand that prides itself on its family values and commitment to excellency. A brand with rich history in Argentinian wine and culture, they craft high value products and experiences. However, their current branding lacks reach with young adult audiences and does little to stand out among competitors. Norton Winery must reintroduce itself to social-minded young adults in a way that fully immerses them in the appeal of Argentinian wine, history, and culture.
My Approach:
Fresh from Covid-era quarantine and social distances, friendly social gatherings are of peak importanace to today’s younger generations. In order to endear such audiences to Norton Wine, I want to create a conversation starter with a bottle. To do this I wanted to connect Argentinian wine history and culture to a younger, less cultured audience who are already looking to use wine in social contexts and might not know about Norton’s (and Argentina’s) rich wine-related history.
Using a motif of the ceramic penguin pitcher, “El Pingüinito,” my design seeks to bridge modern audiences with the nuances of Argentinian wine culture. “El Pingüinito” has been traditionally used to serve wines for almost a century, beginning in the boom of Argentina’s wine industry.
The concept is to create something that is more than a bottle. A conversation. A tribute. A celebration.
My Approach:
Fresh from Covid-era quarantine and social distances, friendly social gatherings are of peak importanace to today’s younger generations. In order to endear such audiences to Norton Wine, I want to create a conversation starter with a bottle. To do this I wanted to connect Argentinian wine history and culture to a younger, less cultured audience who are already looking to use wine in social contexts and might not know about Norton’s (and Argentina’s) rich wine-related history.
Using a motif of the ceramic penguin pitcher, “El Pingüinito,” my design seeks to bridge modern audiences with the nuances of Argentinian wine culture. “El Pingüinito” has been traditionally used to serve wines for almost a century, beginning in the boom of Argentina’s wine industry.
The concept is to create something that is more than a bottle. A conversation. A tribute. A celebration.
Concept Thumbnails:
Concept Thumbnails:
Final Labels:
Final Labels:
Once I had established a strong visual foundation to represent El Pingüinito in my redesign, I chose to pursue the concept of “Playful Penguins” as a fun way to engage young audiences interested in “quirky” and “cute” designs.
Package Concepting:
Moving on to the packaging, I began with rough sketches and blueprints that followed or elevated my redesign for the label:
Package Concepting:
Moving on to the packaging, I began with rough sketches and blueprints that followed or elevated my redesign for the label:
Package Comps:
Eventually, I chose to pursue a functional, octagonal shape and drafted two comps:
Package Comps:
Eventually, I chose to pursue a functional, octagonal shape and drafted two comps:
Final Packages:
Following a few rounds of critique I decided to pursue a design with heavy relation to my labels and lean into the idea of creating a conversation starter with my designs with the literal call to action, “Let’s Talk” and a section explaining the historical and cultural significance of El Pingüinito.
Final Packages:
Following a few rounds of critique I decided to pursue a design with heavy relation to my labels and lean into the idea of creating a conversation starter with my designs with the literal call to action, “Let’s Talk” and a section explaining the historical and cultural significance of El Pingüinito.
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