Abraham Lule chose muted tones of blues, greens, and beiges to design the Beneduce Vineyards Classic Series. A line of wine that is both unconventional, yet bold, highlighting a passion for sustainability, needed a comforting and traditional label to draw wine lovers in. Every detail is taken into consideration, from the materials used for the cork to the ode to the original Farmer’s Almanac. Where the packaging design is simple, the steps taken to ensure quality were not… and it shows.
Wine is always tied to place, from the elusive nature of ‘terroir’, to eponymous wines from regions like Burgundy and Chablis. Yet New Jersey is not a place that usually comes to mind when you think of wine. We saw that as an opportunity.
Our packaging work for Beneduce Vineyards, a small quality-focused winery in the hills of Hunterdon County, aims to establish New Jersey as a new destination for wine. If you’re familiar with New Jersey at all, then you’ve probably heard it referred to as the ‘Garden State’. Farming is an important part of the state’s history and heritage, as well as an important aspect of the culture today. At Beneduce Vineyards, the focus is on this. All of their wines are proudly estate-grown.
Our design concept—a modern take on the Farmers’ Almanac—celebrates the role of farming in wine-making, and brings cohesiveness to a growing portfolio. For the packaging itself, we aimed to bring the values of Beneduce Vineyards’ farming practices into our choices. Even the most inconspicuous of decisions were made with future generations in mind.
The wrap-around labels are printed in one run on FSC-certified paper that can easily be composted. We eschewed classic packaging flourishes—the foil on top, the wax seal—to minimize waste, and sealed the bottle simply with a branded sustainable DIAM cork. It’s a welcoming gesture to open and enjoy.
The new packaging leans into what makes Beneduce Vineyards unique—the fact that it is both unexpected and classic, generational and modern, handcrafted and vineyard-focused, driven by innovation and tradition. It’s a new place to relax and enjoy the wine.
