Behrouz Wine
Challenge
Create a wine label for a target audience of environmentally conscious folks who want a high quality organic wine that is in the $15-$25 a bottle price range.
Solution
The label design and shape were inspired by Persian miniatures and architecture. A quote from the Persian poet Rumi reinforces the exotic mood of the label.
Task & Tools
Concept, User Research, Adobe Creative Suite
My Role
This was an individual project.
by love’s soul, bring me a cup of wine that is the envy of the sun for I care aught but love -rumi
Research Summary:
I looked at lots of the competing organic and non-organic wines in this price range. I found out the name “Shiraz” was taken from the name of a city in south-central Iran and the actual process of wine-making most likely began here over 7,000 years ago. The marketing proposition for Behrouz includes building a community–creating a website, getting media and press exposure and using social media to create brand recognition.
Final Product
Behrouz (which translates as “fortunate” from Persian) is a Shiraz produced in the lovely hills overlooking Sonoma Valley. It’s a full-bodied, rich red wine with silky dark berry undertones and spice, oak and vanilla touches. It’s friendly but not too highbrow.
Front and Back Labels
I looked at many images of Persian dwellings and decided to create a curved label that mimics the arched shape of entrances to these homes. The typeface for Behrouz was chosen to serve as an anchor for the arch evoked by the motif and matches the weight of the illustration. I used a calligraphic typeface that embodies the feeling of Persian script for the words “Organic Shiraz”. I wanted a clean, simple and uncluttered look and feel.