Gonzalez Byass:  Wine Packaging


With boxed wine sales increasing due to improved quality and consumer perception, Gonzalez Byass Chicago's distributor wanted in on the action. Two brands were chosen for a product trial: Caldora, a premium wine; and Luma, a lower-priced casual wine. The client wanted unique, eye-catching packaging in order to stand out amidst significant boxed wine shelf clutter. Unfortunately, the test was cancelled before and packaging was produced. (My role: Art Director, Designer.)

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The client wanted the Caldora packaging, which is loosely based on its bottle labels, to have a sophistication that would appeal to fashion-conscious women.

The client wanted the Caldora packaging, which is loosely based on its bottle labels, to have a sophistication that would appeal to fashion-conscious women.

Caldora-PinotGrigio-OPT.jpg

The Luma packaging was intended to reflect a wine with a more casual, social, fun, feel-good vibe. Two varieties shown here in a cube-box format.

Various logo approaches were explored for Luma based on the client's "a feel good wine" direction and sketches (right).