Upper Eden

by Theresa Christine Johnson on 07/06/2016 | 3 Minute Read

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“The free exploring mind of the individual human is the most valuable thing in the world.” - John Steinbeck

Makers & Allies has developed the brand concept, naming, art direction, label design, and package design for a pinot noir and chardonnay called Upper Eden. Inspired by one of John Steinbeck’s works and one of California’s most productive agricultural regions, the packaging mixes natural and manufactured elements.

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“Inspired by Steinbeck’s East of Eden and the sense of place that the upper Salinas Valley provides, Upper Eden is a study in extremes: vineyards are represented by an Escher-esque maze of blocks trickling down the hillside, while in the far distance, the gentle sea laps the shore of the town below. A representation of the ‘natural’ elements in the label are debossed to create texture and are contrasted by glossy spot varnish to further define the differences between natural and manmade.”

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The images on Upper Eden’s labels give consumers a new way to view wine country and the Salinas Valley. Most people have an idea of what they imagine the region to look like, and the Escher-inspired graphics challenge that thinking and give us a new way to view it. The chardonnay comes in an olive green bottle and the sunny yellow and goldenrod label give consumers a feel of what the area feels like on a bright, warm day. Upper Eden’s pinot noir features a dark bottle with a midnight blue and lovely turquoise that brings out the sea and water waves in the background. A simple sans serif font keeps the attention on the illustrations, and small details—like Escher blocks on the cork—tie everything together neatly.

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Designed by Makers & Allies

Client: Bozzano & Co.

Country: United States

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