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Birds Eye Estate Wines

by Shawn Binder on 09/11/2020 | 2 Minute Read

Grab a Birds Eye view with this simple-yet-effective design. The bottle has a straight-forward twist off top, and allows the wine wrapper, a beautiful gift-wrap of a clouded sky with birds cleverly spelling out the logo. The wine bottle itself features a knitted sock, allowing a more sustainable alternative to a wine label. Together, the bottle design puts the focus on the way the wine tastes in an approachable way. 


With a crowded wine market, the brief was to create a pack that was unique, had standout potential and enabled the pack to be sold for a premium.

The design needed to create a talking point around the dinner table of the 30+ year olds but not feel unapproachable or elitist. Reflecting a sense of nature was also an advantage. It was a small run and needed to drive brand recall in a cost effective way. ??Solution: Flying over Marlborough, New Zealand the vineyards below create a patchwork like material effect from the sky. The label was created from material selected to reflect the view from above. Many birds are present prior to harvest showing that the grapes are at the optimum ripeness.

2 birds we used to form a glass in the negative space - showing a toast. The material and swing tag shows craft, style and quality. 

Editorial photograph
Editorial photograph
Editorial photograph
Editorial photograph

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