case study
cambria wooden wine rack
Objective - Jackson Wine Estates came to packagingarts to design a wine rack that would appeal to consumers with a California Central Coast ‘look and feel’ - a casual elegance with approachable and familiar elements from the home. These were attributes that also describe Cambria wines. The challenge was how to connect with the retail consumer and convey the qualities of the brand, the wines, and the place.
Solution - packagingarts started with an understanding of the elements, style and sensibilities of the Cambria brand and California’s Central Coast lifestyle. Next, considerations were made of the retail floor and how to extend the brand and its product beyond the wine department and into areas where consumers made lifestyle choices such as flowers and entertaining.
The resulting design appealed to consumers who appreciate home references, comfort and the rugged yet refined style of Santa Maria and California’s central coast. A ‘sense of place’ was created through a sepia photo of the vineyard landscape that overlaid a topographic map of the Central Coast.
