Gaslighter Wine Takes An Opposite Approach To Rose
by Chloe Gordon on 03/31/2022 | 3 Minute Read
Whether we admit it to ourselves or not, we all know a gaslighter. And if you can't think of anyone who controls folks by twisting their sense of reality, then maybe it's time to look inwards.
In an effort to call out life's greatest gaslighters, Gaslighter is a wine that worked with the designers at Makers & Allies to create a bottle that's as eccentrically edgy as it is elegant. It's rare to find a rose bottled in mysteriously dark packaging, but it allows this unconventional bottle to inspire those looking to own their truths indisputably.
If only there was a clear line between the sane and the insane. If only we could always know where we stood between truth and lie-lie-lie-lie-lies. Gaslighter is wine for anyone fed up with the gaslighters, the deniers. Those that refuse to let the wool be pulled over their eyes. In collaboration with the Grammy award winning, trail-blazing music group of badass ladies (we'll give you one guess who...), the team at Makers & Allies was tasked with creating a world for this unique, unconventional wine brand to exist in, starting with the edgy and innovative package.
The challenge: Create a package and overarching brand world that would stand apart not only against other Rose?s in the market, but against other celebrity wine brands.
So, beginning with the Rose?, the highest production Gaslighter wine, we took a look at the current Rose? market and decided to go in the complete opposite direction: matte black screenprinting, sharp lines, and an elevated chic. This is the girl who wears thigh-high leather boots to a pool party. But with quality red wines also coming down the pipeline, it was important to develop a design system that would carry across multiple target markets—appealing to the modern Rose? consumer without excluding the more traditional, luxury red wine consumer.
Our goal in extending this package across the exclusive, small-production Pinot Noir and Cabernet Sauvignon was to maintain a clean and cohesive lineup across more traditional bottle molds, a combination that created the dark and sophisticated collection we were after.
To achieve this unique look, our design team worked closely with our production partners to develop an innovative print technique exclusive to the Gaslighter brand. This 360° wrap screenprint gives the hand-touched illusion of a full bottle dip— speaking to the quality of the wine—yet provides clean, consistent lines from bottle to bottle through a sustainable, cost effective solution.
Beyond the sleek design and modern print techniques of the glass bottle, our team created bold custom patterns accenting the cork and closure to create an unexpected twist (literally) upon uncorking. These illustrative patterns were then brought into the digital brand experience across the Gaslighter website and social media platforms to create a cohesiveness across all brand touch points.
The result, a one-of-a-kind wine collection that encourages consumers to make their own rules, speak their truths, and own their power. Because who says you can't be edgy and luxurious at the same time...
- Designed By: Makers & Allies