All of the shouting in the wine aisle is traditionally kept at the neck-tag level. Most of the secondary packaging like shipping boxes are left largely undesigned: brown or white cardboard with giant wine brand logos. Yealands had a great opportunity to disrupt the norm during the Christmas and summer season.
We decided to use the land as the hero, and invite the New Zealand wine-drinking customers to our beautiful vineyard for the holidays. We took photographs of the Seaview Vineyard and immortalised them in bold, colourful prints.
These cardboard monographs supported seven of their varietals, each in its own unique colourway and featuring its own summertime poetry. Refreshing.