Wild Estate “The W” ultra-premium gift box set
Photo: The Wild Estate Team
The design for ‘The W’ aimed for subtle style over loud and bright designs, and incorporates a dragon skin effect to the tactile label. Managing director Keryn Matthews said luxury lies “not only the look, but also the textures”.
“The design was to replicate our shou sugi ban; a modern feature on our new restaurant building, where the wood is burned, creating a rippled dragon skin effect.”
Made only in “exceptional years” and with a limited number of only 600-1100 bottles, it was crucial for The W to stand out against other wine labels.
“The design had to be outstanding, using the best materials we could find,” said Matthews. “Our design is modern and contemporary using the very best materials – whilst it would have been easy to have just our logo embossed on a luxury box, we decided to replicate the features of the lovely bottle label. Our design on all our branding is all about being draped around, off-centre, and partially covered. We use the very best paper stock, we foiled, we pressed the dragon skin and we glossed.”
Designer Michelle Lewis from Vivid Creative was briefed with incorporating the vine detail from Wild Estate’s logo to wrap around the bottle, a feature which was to be replicated on the gift box.
After a long wait on print samples and an issue with the initial die cut, Matthews said they were concerned about the result looking cheap. “The print sample was good, but not on our chosen stock and without the foil.” With a minimum order of 1000, which would last them several vintages, committing to the labels was a risky decision. But the decision turned out to be high reward: “We went for it, and simply love the outcome.”
The packaging was designed with gifting in mind, with every bottle boxed and ready for shipping and gifting. “We write your message on the inside in gold pen, so no need for a card.”
“[Customers] usually aren’t aware it comes in a box, and therefore absolutely everyone who purchases a bottle is amazed when we package it up, and we receive compliments on it daily.”
Simultaneously to the wine label and box design, Wild Estate commissioned a 3m x 3m sculpture of The W, to showcase their venue and launch the new wine. Matthews said the venue and its elements are intended to sit within the landscape rather than impose upon it. “This was to come through on our wine labels, which are also derived from nature and the wilderness surrounding us.”