For our first packaging assignment we were given the task of designing a wine label for the next generation of wine drinkers. We each were randomly assigned an existing label to redesign, I was given 14 Hands Winery. A fairly recognizable brand, 14 Hands already has a pretty solid branding
The inspiration for 14 Hands wines recalls a time when wild mustangs once freely
roamed the hills of eastern Washington State. These small horses, measuring a
scant 14 hands high – a “hand” being equivalent to a man’s palm width and how
horses were measured then – would travel down from the hills every day to drink
from the mighty Columbia River and graze upon the luscious waist high grasses
along the riverbank, and then retreat back up into the hills to cool off at night.
Strong and tenacious, these little horses became known for their endurance and
were revered around the world.
This unique and beautiful landscape that gave these unbridled horses their spirit
and tenacity now feeds our vines. With loamy-sand and gravel soils, these hills
require a strong and determined grapevine, and our 14 Hands vines revel in this
unique and world class terroir. With the fruit from these tenacious vines, 14 Hands
wines are handcrafted into big, bold, juicy fruit forward reds and crisp, fruit forward
white wines that are laced with the unbridled spirit and legend of the region.
However, for the younger generation, this wine is their parents wine. So my challenge was to make it young. I started out by concepting three individual ideas…
The first idea was “Getting into trouble in the wild wild west.” I found these great old mug shots that I thought were a nice call out to the time that 14 Hands was inspired by, but didn’t directly look like the branding they already had.
Second idea was inspired by Horse Heaven Hills, the region where the grapes are grown, and part of the original inspiration for 14 Hands. I wanted to stick with the painterly feel the company was already comfortable with, but focus on the landscape instead of the horses.
The final idea, and the one I ended up executing was a little more out of the box for the company. I wanted to get away from horses, the hills and everything you already associate with the wine. I think for a younger generation to change their mind about a brand they have to see it as something new, and this design does just that. The idea is to focus on the hands and the landscape, so I made a scene out of cacti and hands.
Here are my final designs, we did a little photoshoot in the classroom, big shout out to Olli and Doh for running a tight and easy shoot!