Lovely Package

Curating the very best packaging design

Cruse Wine Co.

October 16, 2015 | 1 Comment

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Designed by Force & Form | Country: United States

“With the growing popularity of boutique wines, it has become increasingly important for small producers to embrace packaging that is expressive, intriguing and atypical. To do so, we drew inspiration from the Cruse Wine Company’s maverick attitude by contrasting tradition with irreverence. As winemaker Michael Cruse puts it, that juxtaposition reflects his goal to “return to California roots and California classics…but doing it in a modern way.”

Because the winery also specializes in rare varietals such as Valdiguié and Saint Laurant, we recommended an image-dominant label to encourage curiosity. So instead of a consumer asking themselves “What is Valdiguié?”, they ask “Is that a cow?” The cow is familiar and familiarity warms them up to exploring something new. On a humorous note, we once overheard a customer ask her friend “What’s Valdiguié?”. Her friend replied “I don’t know, but the label looks great. Let’s try it.”

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Comments

One Response to “Cruse Wine Co.”

  1. Edward Donegan
    October 20th, 2015 @ 10:17 am

    Unfortunately for the brand owner that is not how the human brain acts. Also the packaging violates many of the “laws” of design.
    Will be found in the COB.

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