PROCESS
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mission My approach for this redesign of Ghost Pines was to create a visually striking and memorable logo mark and label that would stand out on the shelves while still being clean and elegant. I wanted to keep the integrity that the existing label and logo had, but also create a new identity that was younger feeling and a lot more modern.
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the existing look The existing look for Ghost Pines to me personally is dated, heavy and visually overwhelming. The labels seem huge, a lot of space is wasted with this image of a tree with fog. Albeit, the image is beautiful, but it’s a really literal representation of the Ghost Pines idea. The typeface used seems to be clunky, and the way the date is set is a little difficult to understand at a quick glance. 4
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inspiration I took a lot of inspiration for the new look from abstract painting. I knew I wanted to label to be able to stand out, make a bold statement and be able to hold it’s own on the shelves. I also wanted to do something that I hadn’t seen before and that came in the form of a circular shape.
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competition As far as competition goes, Ghost Pines sort of blends in on the shelves right now. It’s not really doing anything to call attention to itself, which is one of the main things that I wanted the new look to do. On the opposite page are some of the current designs that I felt the new look could have a healthy competition with.
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target audience My target audience for this brand was the younger, more rebellious person who wanted a wine to match thier attitude. I also wanted the audience to be the type of people to really hype what thier into, and in a way, that’d spread the word about Ghost Pines. I felt like the existing brand’s current audience was the country club going elderly couple who would sip this wine while playing bridge with the Jones' or over a dinner of poached chicken and prunes. I felt like I really needed to liven up the brand. 10
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the logo mark
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The logo mark for the new look is comprised of a simple rendering of the brands name in Dekar Light. On the labels it’s set in white and at a point size of 50, and on the back tag, the size stays the same, but this time the color is a clipping mask of the water color used for the wine label and interior background. Dekar Light was chosen due to it’s highly angular and modernist featured, and the fact that the letter O isn’t a perfect circle. I decided against a perfect circle because the label it’s self was already that shape, and I wanted there to be some contrast between the type and the label. The typeface is also quiet tall and lanky which I felt mirrored the feeling of pine trees.
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GHOST PINES 15
the front label
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The label itself is a circle 4 inches in diameter and ‘filled’ with a watercolor painting that I’ve done that best reflects the wine. The reasoning behind the watercolor is not only is it a huge contrast the the tight, angular type, but to me it also embodies the notion of ghost. I wanted the buyer/drinker to see the label and get the feeling of moonlight diffusing through the fog, and to also to see an abstract rendition of the moon itself. When one says ghost, I instantly think campy 80’s horror movie with crappy CGI but I wanted the feeling of haunting to be seen in a more abstract way. When presented, my peers responded to the watercolors also as spilled wine, which works too, but isn’t necessarily part of my initial concept.
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final labels
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the tag
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To accompany the front label which is adhered to the bottle, I wanted to include a tag that would hang off the back and emulate a back label, but still have the ability to remove it. I think it’s visually awkward when a wine bottle has a front and back label with no connection, so I made the decision to do a tag. One of the things that I removed from the design was the story of Ghost Pines. This decision was made because that was one of the things that I personally felt was weighing the original label down. In it’s place, I’ve added a QR code which can be scanned and will take you to the Ghost Pines website, where you can learn all about the vineyards and it’s rich history. I’ve decided to include a wine pairing suggestion in the history’s place, because I know as a new wine drinker, I don’t always know which wine goes with what food items.
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the dipped wax top
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To add a touch of elegance and a flair of rock and roll, I wanted to dip the tops of the bottles in wax. Originally, the wax was white but when it was presented to the class, a lot of the responses were that it drew too much attention to the delicate but bold label. I went back home for a weekend and got the idea to dye the wax black so that it blended in smoothly to the dark bottle, so I added ten black crayons, two blue and one silver to my white wax. The result was this sexy gun metal color that fluidly blended right into the bottle.
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the complete look Combining all of the elements together, I believe that I have successfully redesign the Ghost Pines brand and elevated it to where it not only looks expensive, but also has an edgy and elegant feel. With an unusual label shape, bright colors on such a dark bottle, I believe that the new bottles stand out nicely on shelves and really call attention to themselves in a positive way. 24
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