08/23/2021
The brief for this package required improving the sense of luxury, better allocating print costs, and not alienating Le Cuvier’s valuable (and change-averse) existing customers. The original packaging was foil stamped on printed paper. Although expensive to print (new vintages of every individual wine required new foil dies) it did not achieve the feeling of luxury the brand was hoping for.
This redesign reduced the foil dies to two by removing the vintage from the foil, and added smulti-vintage blind emboss and deboss dies for luxurious texture at the same cost. Black paper also ensures the labels don’t scuff. We also selected new bottle glass with similar weight as before, but with a more distinct silhouette to amp up the drama. The capsules are custom copper foil to match the labels, stamped with “EST. 1983” as a reminder of the winery’s history, and ordered at a special length (33mm) to be immediately noticeable in a wine rack.
By keeping the color story and sizes consistent, we made the labels look “Le Cuvier” despite being refreshed down to the details.
Photography credit Fiona Carlsen of Le Cuvier
