Objective: Take an existing wine and revive its brand through design, upping the price value in the process. Establish one $14–20 cabernet, & one chardonnay, & one $120 cabernet, plus gift box.
Solution: In-depth research of Treasure Island Wines, and of the island itself, concluded that both have great character. Taking the old pirate stereotype of treasure hunting and repositioning it to the perspective of the King's Navy married both the superficial impression of treasure and the more intimate impression of character. A more classic and sophisticated look was thus created based on old currency.
Photography by Paige Hermreck
