BEST PACKAGE SERIES DESIGN
Chain of Ponds Unchained
Chain of Ponds' Unchained Series. A range extension to cater the the emerging varietal market - comprised of a red (Tempranillo Barbera) and white (Grüner Veltliner) - following the concept of 'tradition with a twist'. Deriving from the brand's name, 'Unchained' by definition is 'to be set loose/free' - the play on words, draws link to the range breaking away from the traditional 'Chain of Ponds' branding.
- Year wine was released to market: 2021
- Retail Price: $28 AUD
- Designed by: The Hatchery Studio
- Designed for: CHAIN OF PONDS
Chain of Ponds' Unchained Series is a range extension to cater the the emerging varietal market - comprised of a red (Tempranillo Barbera) and white (Grüner Veltliner). Derived from the brand's name, 'Unchained' by definition is 'to be set loose/free' - this play of words draws link to the range breaking away from the traditional 'Chain of Ponds' branding. As we put it 'Tradition with a Twist' - paying homage to the original dragonfly symbol and the same winemaking practices where the fruit is the star, highlighting the unique Adelaide Hills' advantage. The design reflects the dragonfly being set free ... or 'Unchained'.
Chain of Ponds is known for its elegant and pure wines, whilst the brief was to depict an 'Unchained' range - unconventional branding was still required to be conservative. In most cases unconventional and conservative are oxymorons, however in this case we had to find the perfect balance.
To overcome the conflict between conservatism and unconventionalism - we agreed in the early stage to keep branding integral. Albeit a range that is breaking free or 'Unchained', we needed to retain clarity that the series was still under Chain of Ponds and leverage the strong existing brand. Hence the design was based around the brand's iconic dragonfly symbol. Branding was continued through with the charcoal grey background, and offset with pastel colours that reflected the varietal (light green for Grüner Veltliner and baby pink for Tempranillo Barbera.
The kaleidoscope design, symbolic for a constantly changing pattern or sequence of elements - is a reflection of the meaning of being 'Unchained'. The dragonfly being the integral subject, allowed us for the first time in the brand's history to acknowledge the brand without featuring it's name on the front label. Paired with the Bourgogne ANTIK bottles - there is significant shelf presence whilst the screwcaps (light pink and light green) allow the colours in the label to further 'pop'.
