We worked with LIOCO Wine, a winemaker in Healdsburg, California, to update their wine packaging for more significant shelf impact and storytelling power.
Their packaging was often complimented, and many would argue there was no need to change.
However, after revisiting its brand strategy, LIOCO wanted to emphasize the story of discovery and adventure that comes with exploring what makes each vineyard special.
The previous packaging used subtle texture variations on the label to differentiate wine categories, but most consumers missed this nuance.
The new packaging now showcases a unique image for each Northern California vineyard, visually representing its growing conditions or distinctive characteristics.This simple visual cue tells a rich, specific story about each wine at a glance.
We added another layer of sophistication with a blind spot varnish featuring a topographic map—nearly invisible on the shelf but revealed when light hits it just right. This "secret decoder" effect not only signals the place of origin but enhances the tactile experience, making each bottle feel more special and premium.
We also refined the label's grid layout, improving font readability and adding treatments that create a more solid, crisp visual impact for shelf presence and affectiveness.
The question for your brand: Are you leveraging every packaging element to tell your brand story and enhance the consumer experience?
What do you think of these impactful yet subtle improvements?
I will revisit this once we have proper bottle shots showcasing the labels on the bottles.
