Kaleidoscope is a new wine brand that isn’t afraid to step into the light. The white label allows the kerning of the brand name to stand out and make use of negative space to convey luxury. The pattern on the label speaks directly to the namesake of the wine, a kaleidoscope of foil and non-foiled shapes. When the light hits the label, it refracts onto your table and walls, making Kaleidoscope a wine with not only a beautiful label, but a few tricks up its sleeve.
Kaleidoscope is a new Australian wine brand created for Pinnacle Drinks (Woolworths Group) with immediate distribution throughout large liquor chains in Australia. The brief was to introduce a disruptive wine package with a unique aesthetic appeal on the market – alluring the buyer via an eye-catching label on bottle shop shelves. Kaleidoscope will act as a shape-shifting product; offering different wines from different regions. Unbound by a singular home, it’s forever explorative and unshackled.
The branding draws its inspiration from elegant perfume bottle designs and their intriguing light refractions; creating a sense of high-end appeal for the explorative customer. The label is sleek and contemporary; featuring a large hit of foil, embossed with a ‘kaleidoscopic’ pattern, which comes to life when viewed from all angles.
The Kaleidoscope wine range begins with two tiers of equally innovative, modern Chardonnay from the cool climate region of Tumbarumba in New South Wales, Australia. Retailing at $25 and $35 (AUD), each tier has an assigned foil colour for easy distinguishing.
With a confident and lingering design, Kaleidoscope jumps head-first into the competitive wine market, evoking a sense of trust and nostalgia to entice buyers – rather than relying upon years of traditional market growth and brand awareness.
