The Crossing range is known for extraordinary quality wines at a highly affordable price. Taking this into consideration alongside the high proportion of on-premise sale for this product, a decision was made to set the crossing products apart from the rest of the Juniper range with a unique wordmark and design approach. This decision was guided by the understanding that the existing equity and perception of quality for the product came from the Juniper name/brand association, not any existing design feature on the labels. This understanding allowed the design to be entirely new and separate from what was done previously, guiding the design team toward a simple and youthful label with no fuss or labour on the history of the brand or previous labels. A casual and approachable handwritten style iteration of the Juniper Worldmark features, with the Crossing range name used as a bi-line. Colour is used in the label and bottle glass to indicate the product within.
Decisions around print treatment allowed the team to impart enough indication of quality and the premium status of the brand without allowing the print costs to get too high. High build varnish was used across the focus wordmark, highlighting the Juniper name which was identified as holding the most customer goodwill. Plain white stelvin closures were selected rather than an embossed or premium-finish closure, which lowered costs greatly while perfectly accompanying the clean, minimal and modern design of the label.