Graduation Project 2021 by Sakshi Chaudhari

GRADUATION PROJECT VISUAL COMMUNICATION (BACHELOR OF DESIGN)

Vol. 1 of 1

Project Title:

18° North- Winery project Name:

Sakshi Chaudhari (20170301488) Project Mentor:

Sumedha Garg

2021

The Graduation Project Evaluation Jury recommends SAKSHI CHAUDHARI from Visual Communication for the Master’s/Bachelor’s Graduation Degree of Unitedworld Institute of Design, Karnavati University, Gandhinagar, India herewith, for the project titled 18° North- Winery Project. The project is complete in every aspect in accordance to the guidelines set by the institution.

Chairperson

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*Subsequent remarks regarding fulfilling the requirements

Student document publication, meant for private circulation only. All rights reserved. No part of this document will be reproduced or transmitted in any form or by any means including photocopying, xerography, photography and videography recording without written permission from the publisher, Sakshi Chaudhari and Unitedworld Institute of Design. All Illustrations and photographs in this document are Copyright © 2021 by respective people and organizations. Written and designed by Sakshi Chaudhari, under the guidance of Sumedha Garg. Printed digitally in Name the Place June,

ORIGINALITY STATEMENT

I hereby declare that this submission is my own work and it contains no full or substantial copy of previously published material, or it does not even contain substantial proportions of material which have been accepted for the award of any other degree or diploma of any other educational institution, except where due acknowledgment is made in this degree project. Moreover I also declare that none of the concepts are borrowed or copied without due acknowledgment. I further declare that the intellectual content of this degree project is the product of my own work, except to the extent that assistance from others in the project’s design and conception or in style, presentation and linguistic expression is acknowledged. This degree project (or part of it) was not and will not be submitted as assessed work in any other academic course.

I hereby grant the Unitedworld Institute of Design the right to archive and to make available my degree project/thesis/dissertation in whole or in part in the Institutes’s Knowledge Management Centre in all forms of media, now or hereafter known, subject to the provisions of the Copyright Act. I have neither used any substantial portions of copyright material in any document nor have I obtained permission to use copyright material. Student Name in Full: Date:

Student Name in Full: Signature: Date:

Sakshi Chaudhari | Graduation Project 2021

Acknowledgement I would like to express my gratitude to the people who helped me in the process of doing this project. Most importantly I would like to thank my parents and my brother who helped me throughout the project. I am so thankful to Kunal Deshpande, my mentor at Qrious Creative, who gave me the golden opportunity to do this wonderful project. I came to know about so many new things, I am really thankful to him. For every question that I had and for every doubt that I had, Kunal was always there to talk things through. This project was just not possible without his inputs and guidance.

I would specially like to thank my mentor Sumedha Garg for her guidance and constant supervision as well as for providing necessary information regarding the project and also for her support in completing the project and identifying my potential. Thank you for your support.

Special thanks to Avinash Deshmukh who offered instant help whenever required and for helping me mentally throughout the project.

Thanks to our faculties Sambit Kumar Pradhan, Abhrojit Boral and H.O.D Lolita Dutta for their opinions and inputs during every review. All my faculties at UID for an enriching educational experience during the years. And UID for providing all the possible infrastructure and facilities with latest technologies.

I would like to thank Roohi Sahay and Team Qrious for all their support, motivation and for all the laughs!

A big thank to all my friends who helped me in the project.

Lastly, I would like to thank clients Madhav Deshpande, Neil Deshpande and Smita Deshpande for their honest time, opinions and inputs.

18ºNorth | Winery

Preface As a part of UID curriculum, the end of the student tenure is marked by the conclusion of an extensive research based project which can be either organisational or self-initiated. Duration of five months is given for the completion of Graduation project. A student is expected to generate professional design assignments with the application and implementation capabilities, in the field of design.

There are total 5 phases. In phase 1 students are expected to choose topic of their choice and research regarding the subject. Phase 2 includes ideation process. Phase 3 includes brainstorming, visualisation and ideation of design. Phase 4 is the execution of the proposed design brief. Lastly, phase 5 includes documentation of the entire process.

Through this project students strengths and weaknesses are analyzed before stepping into the industry as a design professional. During the project a student is expected to complete all the phases successfully so as to gain approval in the jury thereby granting us the degree B.des. Visual Communication. The following project is a sponsored project by Qrious Creative Media LLP. The project was completed over a course of five months with four reviews-research, concept, design and execution.

“Thinking is drawing in your head” - Alan

Fletcher

Contents About

Research

Design

12 Institute

28 Primary research

104 Logo design options

14 Course

68 Client meeting

108 Brand guidelines

16 Mentor

70 Secondary research

120 Route 1 132 Route 2

17 Myself 18 Industry mentor 19 Sponsor

Ideation 86

18º North

Moodboard

Ideation sketches

22 Project brief

Concept 1

24 Project Timeline

Concept 2

Synopsis

100 Concept 3

140 Route 3 (Final) 220 Explorations 232 Conclusion 233 References 235 Colophon 236 Disclaimer

“Creativity is intelligence having fun” - Albert

Einstein

About Institute

Course

Mentor

Myself

Industry mentor

Sponsor

Sakshi Chaudhari | Graduation Project 2021

Unitedworld Institute of Design Unitedworld Institute of Design ( UID) is one of the best design school in India having campus in Gandhinagar ( Gujarat ) provides Bachelor’s Degree, Master’s Degree, and PhD in Design. Among the top design institutes in India, Unitedworld Institute of Design (UID) is a rarity. Founded with the aim to outclass the top design colleges in India with its state of the art labs and hands-on creative learning, it seeks to create trendsetters and ideators who’ll lead the future of design schools in India.

UID stands apart from B. Design colleges in India in exposure it offers to students which are unmatched by top design colleges in India. Precisely why its popularity grew among design institutes in India in a short span of time. UID offers world-class design education to create professionals who can help meet India’s diverse design needs. UID aims at fostering strategic design linkages of innovation and entrepreneurship with various sectors of the industry. Our students are encouraged to pursue innovation led designs practices.

UID follows a 4 year, 8 semester bachelor programme model through 4 afliated schools each offering various specializations. Schools under UID - Visual Communication (Graphics) - Product Design - Automobile & Transportation Design - Fashion design - Lifestyle Accessory Design - Animation & Motion Graphics - Interior & Furniture Design - Interaction Design

Sakshi Chaudhari | Graduation Project 2021

Visual Communication Visual Communication plays a powerful role in majority of our buying choices. In a world mediated by images and graphics, Visual Communication comes across as a wonderful career option. UID’s course on Visual Communication educates students to produce creative solutions to meet the visual communication needs of the society. It helps students to become problem solvers and develop effective visual products. Students are equipped with technical and conceptual skills to articulate and express ideas, think conceptually, conduct research and critically evaluate the process.

The course involves imparting skills on typography, creating visual structures, colour design and composition and image generation. The course includes assignments that focus on problem solving for existing designs that help build the experience design skills of students. The course challenges students to think critically and experience the transformative ability of design. The course prepares students for exciting careers in the fields of graphic design, advertising, web design, multimedia design, printing, publishing or related fields.

Sakshi Chaudhari | Graduation Project 2021

About mentor Sumedha Garg is an artist, designer and educator. She has worked in communities across India and South Africa; on community healing and eco reparation. Her work lies at the intersection of art, design, education and sacred ecology. She is exploring the relationships between myth making, traditional knowledge systems, place making and people. Sumedha is currently an Associate professor at the School of Communication Design, UID, Ahmedabad

18ºNorth | Winery

About me Hi! I’m Sakshi Chaudhari. I’m a 4th year Graphic design student at Unitedworld Institute of Design, Gandhinagar, India. Always eager to learn different things and ready to take up new challenges. I believe in the power of elegant minimalism in design. I like to explore and experiment on new things. Design has really given me a new and unique perspective. It has made me more aware.

Sakshi Chaudhari | Graduation Project 2021

Industry mentor Kunal is a filmmaker, photographer and mixed media creative practitioner with over 10 years of experience across Feature films, Television, Documentary, Advertisements, Sports, Educational content, Design, branding and marketing. He has worked on films like Ferrari Ki Sawaari, Television programs like Sach ka Saamna and others, and produced a show about Kolkata Knight Riders for Sony Max. Along with this he has produced content for the UNSDSN (United Nations Sustainable Development Solutions Network) and other development networks in India and abroad. He has also been a part of teams running film festivals like Urban Lens, Experimenta India and has also worked on branding, UI / UX and other communications projects for a variety of clients across the globe.

18ºNorth | Winery

Sponsor Qrious Creative Media is a creative agency where they provide end-to-end creative services for clients to communicate to their audience in the best way possible! They offer a range of services- from ideating, scripting, content writing to executing audio visual projects. Their vision is to synthesize ideas and technology, and tell statories that inspire, enthrall, educate and entertain.

“Every interaction in any form, is branding” - Seth

Godin

Synopsis Project brief

Project timeline

Sakshi Chaudhari | Graduation Project 2021

Project brief

What is 18º North?

Story

18ºNorth is a Pune based wine brand looking to enter the market with exquisite, organic fruit wines and change the way fruit wines are perceived and consumed in India. Starting from India, the plan is to expand into international markets, beginning from Europe and the USA.

i. The story of 18 Degrees North starts from humble roots, where the creators Madhav and Smita Deshpande began with making wines at home, for their own interest in understanding the process, and trying to achieve the taste, clarity and finesse seen in some of the most delicious wines across the world, with widely available, and indigenous fruits, endemic to the Indian peninsula. ii. They began making wines with a wide variety of fruit available in their home city of Pune; Orange, Guava, Banana, Custard Apples, Strawberries, Jamun, Grapes (both green and black). iii. Over the last several years, they have been refining the quality, taste, and color and transparency of the Orange and Jamun wines.

18ºNorth | Winery

Intangible attributes

List of deliverables

- The wine will be positioned in premium stores and will be offered as an experience for buyers. Therefore, the look of the logo, labels, and all other design collaterals need to look premium and world class. - The brand will also be looking at offering in-person experiences of the winery and the locale later in time, when the situation permits. The designs need to be scalable at the time needed. - The design language needs to evoke class, sensuality, regality, richness.

Primary deliverables - Logo design. - Label design. - Box Design for packaging. Secondary deliverables - Wine bags - Wine tasting card and tags. - Information booklet for the types of wines.

Timeline Phase I Phase II

Research Visual Identity (To explore and create options for the visual identity along with extended visual language, brand assests and mock-ups of how the brand can be taken forward on various collaterals)

Phase III

Brand extension (To explore the translation of the visual laungage onto the package graphics, booklets, wine tasting guide)

Phase IV

Documentation

January

February

March

April

May

Research Ideation Design & Execution Documentation

“Branding is a profound manifestation of the human condition” - Wally

Olins

Research Primary research

Client meeting

Secondary research

Sakshi Chaudhari | Graduation Project 2021

History of wine - Wine has been a popular beverage of mankind for thousands of years. Our natural fondness of this drink stems from the wonderful taste, its nutritious properties and not least its psychotropic (intoxicating) effects.

- The altered consciousness produced by wine has been considered religious since its origin. - The ancient Greeks worshiped Dionysus or Bacchus and the Ancient Romans carried on his cult. Consumption of ritual wine, probably a certain type of sweet wine originally, was part of Jewish practice since Biblical times and, as part of the eucharist commemorating Jesus’s Last Supper, became even more essential to the Christian Church.

- The earliest remnants of wine were discovered in the site of Hajji Firuz Tepe, in the northern Zagros Mountains of Iran. - The wine dated back to the Neolithic period (8500-4000 B.C.). Carbon dating confirmed the wine was from sometime between 5400-5000 B.C. - Wine production and consumption increased, burgeoning from the 15th century onwards as part of European expansion. Despite the devastating 1887 phylloxera louse infestation, modern science and technology adapted and industrial wine production and wine consumption now occur throughout the world.

Jesus making wine from water in The Marriage at Cana, a 14th-century fresco from the Visoki Dečani monastery

- Although Islam nominally forbade the production or consumption of wine, during its Golden Age, alchemists such as Geber pioneered wine’s distillation for medicinal and industrial purposes such as the production of perfume

History of wine : Timeline

5100 BCE - 300 BCE

340 BCE

-70 BCE

Phoenicians spread Vitis vinifera throughout Mediterranean

Aristotle drinks ‘black wine’ in Lemnos (a Greek island). He remarks that a tastes of oregano and thyme

Pliny the Elder writes “In Vino Veritas” in Naturalis Historia - “In wine, there is truth.”

Jesus turns ‘water into wine.’

7000 BCE

4100 BCE

Fermented honey/rice/fruit residue found in China

Oldest winery found in a cave in Armenia

1775

1752

1693

1670

1650

1600

1st late-harvest ‘noble rot’ wines recorded at Schloss Johanisberg.

Port wine is demarcated. Most popular wines include Port, Constantia, Tokaji, Sherry, Sauternes & Maderia.

Dom Perignon ‘invents’ Champagne.

1st vineyards planted at Château Lafite-Rothschild.

Cabernet Sauvignon is born

Madeira is called vinho da roda - a wine that is improved by aging on sea voyages.

1800

1830

1857

1870

1890

1920-1933

The era of Thomas Jefferson’s wine addiction.

Modern bottle shape introduced

1st commercial California winery in Buena Vista Winery.

Phylloxera destroys 75% of France’s vineyards!

Zinfandel is the most popular grape in America.

Prohibition

500 Romans spread wine grapes throughout Europe

Fall of the Roman Empire

1000

1100

1200

Château de Goulaine in the Loire Valley built. Perhaps the oldest still operating winery in existence.

Schloss Johanisberg in Germany built. Razed during a peasants war in 1525.

Rumored to be first mention of Pinot Noir as Morillon.

1530

1500

1400

1336

1304

Wine grapes delivered to the New world by the Portuguese and Spanish in Mexico and Brazil

Muscat Blanc, Pinot Noir, Tempranillo and Riesling are all common wines.

Wine is safer to drink than water.

Cistercian Monks erect walled vineyard monastery called Clos de Vougeot in Burgundy.

First mention of Muscat Blanc as Muscatellus.

1964

1976

2008

2010

2016

Sangria introduced to US and box wine is invented.

Judgement of Paris and Wine Spectator’s first issue.

Robert Parker insures his nose for $1 million.

A bottle of 1869 LafiteRothschild sells for $230,000

$1 Billion ‘Wine City’ to open in Yantai, China.

Sakshi Chaudhari | Graduation Project 2021

God of wine

- Dionysus is the god of the grape-harvest, winemaking and wine, of fertility, orchards and fruit, vegetation, insanity, ritual madness, religious ecstasy, festivity and theatre in ancient Greek religion and myth. - He is also known as Bacchus, the name adopted by the Romans the frenzy he induces is bakkheia. - Wine played an important role in Greek culture, and the cult of Dionysus was the main religious focus surrounding its consumption . - Wine, as well as the vines and grapes that produce it, were seen as not only a gift of the god, but a symbolic incarnation of him on earth.

- However, rather than being a god of drunkenness, as he was often stereotyped in the post-Classical era, the religion of Dionysus centered on the correct consumption of wine, which could ease suffering and bring joy, as well as inspire divine madness distinct from drunkenness. - He also invented the grapevine and the winepress

Sakshi Chaudhari | Graduation Project 2021

Exploring the History of Wine in India

Grape growing and winemaking in India trace back to the Bronze Age, when Persian traders brought the practice to the region. Soon it became common throughout the area to find wine made from grapes or fermented grain beverages. Winemaking was widespread under British rule during the 19th century. However, phylloxera at the beginning of the 20th century, along with government disapproval, nearly wiped out the industry. Wine production returned to India in the 1980s, along with a growing middle class taking more interest in luxury goods and dining out. The majority of wine consumed is domestic, as the tax on wine brought into India is 150 percent.

Seventy producers account for the 24 million bottles that India produces per year. A little more than 10 percent of that total is exported. The principal red grapes are Shiraz, Cabernet Sauvignon, Merlot and Pinot Noir. White varieties include Sauvignon Blanc, Chenin Blanc and Chardonnay. There are two main winegrowing regions: Nashik, in the state of Maharashtra, near Mumbai; and Nandi Hills, in Karnataka, near Bangalore.

18ºNorth | Winery

Wine Process

Add yeast Harvest

Press

Fermentation Prepare grapes

Malolactic fermentation

Aging Bottle Aging Clarification

Blending Bottling

Sakshi Chaudhari | Graduation Project 2021

Types of wine

- The main classifications of wines are: Red wine, White wine, Rose wine, and Sparkling wines/champagne.

Types

- There are many varieties (varietals) of wine within the main categories.

- White wine

- They are made from different types of grapes and range from dry to sweet. - They also range from still wines to bubbly wines.

- Red wine

- Sparkling wine - Rosé wine - Dessert wine - Fruit wine - Mead (honey wine) - Starch-based wine

Sakshi Chaudhari | Graduation Project 2021

Fruit Wines

Fruit wines -Fruit wine is a term that refers to a fermented beverage (also sometimes called “country wine”) made with a fruit juice base that is not grape juice. - Fruit wines are like normal wines but that the fruits used are not grapes. - The alcohol is generated only by fermentation of the fruits; to be more precise by the alcoholic fermentation of the sugars. So no alcohol is added nor distillation takes place.

Fruit wine taste Fruit wine can be sweet and fruity or not sweet, more complex and nuanced. And fruit wine is not just made from one fruit (grapes) but from every single fruit imaginable that is not a grape. And most fruits have numerous varieties with a range of flavors.

Size considered in the selection of fruits for winemaking a. it is more palatable b. it has an off-flavor c. the color is appealing d. it usually carries superior flavor and texture

Proper selection of fruits necessary in wine preparation - They are indispensable for the maintenance of health and improve the quality of our diet. - Fruits provide essential ingredients like vitamins, minerals, carbohydrates, etc. - Fruit juices are fermented to produce wine, an alcoholic beverage which are also nutritive and tastier.

Sakshi Chaudhari | Graduation Project 2021

Storage

- Wine cellars, or wine rooms, if they are above-ground, are places designed specifically for the storage and aging of wine.

Storage stages of wine at home - Store Wine at the Proper Temperature. - Store Wine Bottles Horizontally

- Purpose: Wine cellars protect alcoholic beverages from potentially harmful external influences, providing darkness, constant temperature, and constant humidity.

- Protect Wine from Light and Vibration - Store Wine at the Proper Humidity.

- Wines need to be stored at a constant temperature of 10 to 15 °C

- Store Wine in a Wine Fridge, Not a Regular Fridge.

- Generally, wine should be kept in cool, dark places with bottles placed on their sides to prevent the cork from drying out. The shelf life of unopened wine can last 1–20 years depending on the type of wine

- Serve Wine at the Proper Temperature. - Store Open Bottles of Wine Properly.

Sakshi Chaudhari | Graduation Project 2021

Viticulture

- Viticulture or winegrowing is the cultivation and harvesting of grapes - Viticulture refers to studying and growing grapes, either for wine production or for raw consumption (table grapes). - Viticulture supplies the population with fresh and dried grapes and the wine and canning industries with raw material - Adequate sun, heat, and water during the growing season, and enough cold during the dormancy phase are crucial for healthy growth of vines and production of premium quality grapes.

Sakshi Chaudhari | Graduation Project 2021

Wine cork

- Wine corks are a stopper used to seal wine bottles. They are typically made from cork (bark of the cork oak), though synthetic materials can be used. Common alternative wine closures include screw caps and glass stoppers. 68 percent of all cork is produced for wine bottle stoppers. - Corks are manufactured for still wines as well as sparkling wines; the latter are bottled under pressure, forcing the corks to take on a mushroom shape. They are fastened with a wire cage known as a muselet. - Cork stoppers are moisture-resistant, are slow to deteriorate, they help wine age, and provide a waterproof seal. The stoppers are associated with a perception of high quality wine, especially as cheaper alternatives are common with lower-cost wine

- Like other cork products, natural wine corks are derived from the bark of cork oak trees. The bark is carefully peeled away and cut into sheets before processing. The oak trees are not cut down, and only about half of its bark is removed at any time. Cork oaks are first harvested at 25 years old, and take place every 9 years. After the third harvest, the bark is of sufficient quality for producing wine corks.

Sakshi Chaudhari | Graduation Project 2021

Wine Tasting

- There are five basic steps in tasting wine: color, swirl, smell, taste, and savor. - These are also known as the “five S” steps: see, swirl, sniff, sip, savor. During this process, a taster must look for clarity, varietal character, integration, expressiveness, complexity, and connectedness. - A wine’s color is better judged by putting it against a white background. The wine glass is put at an angle in order to see the colors. - Colors can give the taster clues to the grape variety, and whether the wine was aged in wood.

TASTING STAGES

Apperance

In glass aroma of the wine In mouth sensations Finish (Aftertaste)

Swirl

See

Sniff 5

Sip

Savor

Sakshi Chaudhari | Graduation Project 2021

Basic wine characteristics - Sweetness

Sweetness

Acidity

- Acidity

- Tingling sensation on the tip of your tongue.

- Tasting acidity is also sometimes confused with alcohol.

- Slight oily sensation in the middle of your tongue that lingers.

- Tingling sensation that focuses on the front and sides of your tongue. Feels like pop rocks.

- Tannin - Alcohol - Body

- Wine has a higher viscosity; wine tears on the side of the glass slowly. (also an indicator of high ABV) - Dry red wines such as cabernet sauvignon often have up to 0.9 g/L of residual sugar (common with cheap wines).

- If you rub your tongue to the roof of your mouth, it feels gravelly. - Your mouth feels wet like you bit into an apple. - You feel like you can gleek.

- A bone-dry wine can often be confused with a wine with high tannin.

18ºNorth | Winery

Tannin

Alcohol

Body

- Tastes bitter on the front inside of your mouth and along the side of your tongue.

- Wines with higher alcohol tend to taste bolder and more oily

- Body is the result of many factors – from wine variety, where it’s from, vintage, alcohol level, and how it’s made.

- Tannin makes your tongue dry out. After you swallow, you feel a lingering bitter/dry feeling in your mouth.

- Wines with lower alcohol tend to taste lighter-bodied

- Body is a snapshot of the overall impression of a wine.

- Most wines range between 11–13% ABV - Tannin can often be confused with the term “dry” because it dries your mouth out.

- You can improve your skills by paying attention to where and when it’s present.

Sakshi Chaudhari | Graduation Project 2021

Types of Wine Bottles

High Shoulder

Sloping Shoulder

This is the most common type of bottle

The sloping shoulder bottle is commonly

style. The bottle style was made popular by

used for Pinot Noir, Chardonnay, Syrah and

Bordeaux where it’s used for Merlot, Caber-

Grenache. Most oak-aged white wines come

net Sauvignon and white wines made with

in this style of bottle.

Sauvignon Blanc.

18ºNorth | Winery

Sparkling Wine and Champagne

Various Dessert Styles

Unique Bottles

Sparkling Wine bottles are heavier because

Tradition is the source of the styles of bottles

The bottle styles of wine are not as unique

they need to withstand the pressure of sev-

used for dessert wines. These wine bottles

or varied as styles for spirits. In fact, based

en earth atmospheres inside. Some bottles

are much more ornate than regular dry wine

on a glass manufacturer’s catalog from

have punts (the divot on the bottom of the

bottles. Producers will have custom stamps

1906, the design of wine bottles hasn’t really

bottle) and some without. Often the custom

or seals and the shapes differentiate each

changed in over 100 years.

bottles designed are used for premium

style of dessert wine.

sparkling wines.

Serving Temperature - Different wines should be served at different temperatures. Red wine should be room temperature, or about 20-25°C (6877°F), while pink or rosé wines should be served slightly chilled around 7-13°C (4455°F). - White wine and sparkling wine should both be cold — keep them in the fridge so that they’re below 5°C, or 40°F.

20-25°C

7-13°C

4°C

5°C

Wine Glasses - Different types of glasses are best for different types of wine. Of course, you don’t need all the variety of glasses in your home, but when picking out glasses, choose ones that complement the type of wine you favor.

Syrah/Shiraz

Cabernet/ Bordeaux

Rioja/ Tempranillo

Pinot Noir/ Burgundy

Zinfandel/ Chianti

Montrachet

Riesling dry/ Pinot Grigio

- It’s always a good idea to have champagne flutes and port glasses on hand, as well.

Sauvignon Blanc

Riesling sweet

Chardonnay/ Chablis

Champagne

Vintage Champagne

Sauternes

Rose/Blush

Vintage Port

Sakshi Chaudhari | Graduation Project 2021

Symbolism of wine - Wine is seen as a status symbol in China - Wine was also used as a symbol of blessing and judgement throughout the Bible. - Wine in literature often connotes happiness and friendship. It is also a symbol of transformation, as grapes undergo transformation when they are fermented. Because of its importance in the Near East, wine may also symbolize sustinance and life. - Christians participate in the Eucharist by eating a piece of bread and drinking a small amount of wine or grape juice. The bread symbolizes Christ’s body, while the wine or grape juice symbolizes Christ’s blood.

18ºNorth | Winery

Drinking culture in India - The alcohol consumption to many consumers in India is a way of relaxing and having a good time. Drinking in India is regulated and the allowed drinking age is 18 years and some parts of the country 21 years. This rule has helped to reduce the cases of underage drinking, the older people who are responsible are only allowed to consume alcoholic drinks. - Wine has still to find some foothold in the tough jostle that is market shares. This could be because wine does not get you “high” quickly, nor does it keep you “high” for a long time. It has to be seen as a beverage, akin to soft drinks, that can be incorporated into meals (of course drunk by adults).

Sakshi Chaudhari | Graduation Project 2021

Wine & Medicine Historical Role of Wine in Medicine

Ancient Egypt

Ancient Greeks

Ancient Rome

- 2200BC - Oldest documented man made medicine - Recipe for wine based medicines found on ancient Egyptians tablets and papyri - Wine has a long history of use in the world of medicine and health and was used as an early form of medicine. It is the oldest documented man made medicine.

- Hippocrates - the father of modern medicine recommendations for wine - Wine as a part of a healthy diet - Use as a disinfectant for wounds - Medium to mix with other drugs for easier consumption - Cure for diarrhea and lethargy

- Documented list of Greek and Roman wines used for medicinal purposes - Used to treat the gladiators in Asian Minor as a disinfectant for wounds

18ºNorth | Winery

Benefits of red wine Cancer

Vitamins and Minerals

Red wine contains a strong anti-cancer agent known as Quercetin, which becomes active in the body when the grape juice ferments or the body digests food. Wine also contains Gallic acid, an acknowledged anti-carcinogenic.

Wine contains utilizable minerals of potassium, sodium, magnesium, calcium, iron, phosphorus, Vitamin B & P.

Viruses Red wines have polyphenols that are effective against some viruses.

Heart Disease Wine is a vasodilator that helps reduce the risk of cardiac diseases including angina and stroke.

Stress Wine is a mild tranquilizer that can help reduce stress, which in turn can help prevent certain forms of cancer.

Digestion Wine stimulates flow of gastric juices to enhance the digestive processes. It has also shown that wines kill cholera bacteria and can combat typhoid.

Kidney Wine can enhance the alkaline reserves, effectively combating kidney acidosis.

Migraine Aging Elderly people who drink moderate amounts are less prone to disability due to mental illness. Some attribute it to the mineral boron that helps older women to maintain their estrogen, which in turn enables them to absorb calcium.

Red wine inhibits an enzyme called PST-P, which detoxifies all sorts of bacteria in the stomach. The absence of PST-P is linked to migraine.

Sakshi Chaudhari | Graduation Project 2021

Wine & Food Pairing Wine & Food - The wine should be more acidic than the food. - The wine should be sweeter than the food. - The wine should have the same flavor intensity as the food. - Red wines pair best with bold flavored meats (e.g. red meat). - White wines pair best with light-intensity meats (e.g. fish or chicken). - Bitter wines (e.g. red wines) are best balanced with fat. - It is better to match the wine with the sauce than with the meat. - More often than not, White, Sparkling and Rosé wines create contrasting pairings. - More often than not, Red wines will create congruent pairings.

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Wine & Music A single sound, a melody, or a particular kind of silence can remind us of a specific place, event or period of life. In the same way, music can immediately color how we experience wine.

Practical music and wine tips 1. Match origin- Choose wine and music from the same continent, country or region. 2. Match character and personality traits Listen to the music carefully, and try to identify any of the following characteristics: light, powerful, elegant, robust, hot, cold, fresh, mature, youthful, sweet, halftone, inviting, restrained, easy-minded, moderate, expressive, tight. The more attributes you find to match to your wine, the better. 3. Match time and vintage- A ripe wine can fit perfectly with older music. 4. Test contrasts- Contrasting background music can have a fascinating effect.

Sakshi Chaudhari | Graduation Project 2021

Wine & Tourism Enotourism - Enotourism, wine tourism, or vinitourism refers to tourism whose purpose is or includes the - tasting - consumption - purchase of wine often at or near the source. - Enotourism can consist of - visits to wineries - tasting wines - vineyard walks - or even taking an active part in the harvest

18ºNorth | Winery

Wine & Religion The Greeks and Romans were especially noted for producing and consuming wine. Like many cultures, the ancient Greeks used wine as a part of their religious ceremonies. In fact, many ancient cultures used wine as a means of communicating with their Gods. The intoxicating effects of wine made it appealing to them for this purpose. This is one reason why wine was highly valued for use in temples and religious celebrations.

Wine & Zodiac Wine zodiac pairing urges you to try something new that oh-so perfectly suits your personality! - Earth Signs: Taurus, Virgo, and Capricorn Wines: Assyrtiko, Chenin Blanc, Gamay, Grenache, Monastrell, Montepulciano, Pinot Noir, and Zinfandel - Fire Signs: Aries, Leo, and Sagittarius Wines: Barbera, Cabernet Franc, Grüner Veltliner, Nero d’Avola, Sangiovese, Syrah, and Valpolicella - Water Signs: Cancer, Scorpio, and Pisces Wines: Bordeaux Blend, Cabernet Sauvignon, Falanghina, Malbec, Merlot, Nebbiolo, and Tempranillo, and Viognier - Air Signs: Gemini, Libra, and Aquarius Wines: Champagne, Chardonnay, Mencía, Petit Verdot, Riesling, and Sauvignon Blanc, and Zweigelt.

Wine & Romance “Wine is romantic, intoxicating and built on passion that begins in the vineyard and ends in the glass… or perhaps ends in the intoxicating rush you get when you sip a spicy, silky, brooding red with your love… or the object of your affection,” says Ian Devereaux White. Wines have always been linked to love or classified as a drink that intensifies romance. From romance stories to poems and simple quotes, wines have featured alongside romance or romantic lovers. Romance is sweet, and so is wine. Whether it is red wine, rose or white wines, or even the recently popular Moscato, wines leave a pleasant feeling on the palate. Notes of fresh fruits and refreshing warmth are enough to set the romantic sides of us on fire.

Sakshi Chaudhari | Graduation Project 2021

Wine in India

Production of Wine in India - Nashik (Sula, York, Soma, Charosa and Chandon, Utopia Farmstay, Chandon India, Chateau D’Ori, Good Drop Wine Cellars, Nine Hills and Vallonne Vineyards)

Status of Wine in India - The Indian wine industry is growing rapidly in terms of area covered under wine grapes, production and export of wines.

- Pune (Four Seasons Vineyards, Fratelli Wines and Deccan Plateau Vineyards)

- At present 90 wineries are established in India. About 34,000 area is covered under wine grapes and producing around 17 million L of wine per year. - Major states in the country for wine grapes and wine production are Maharashtra, Karnataka, Andhra Pradesh, Tamil Nadu, Madhya Pradesh, Himachal Pradesh and north-eastern States.

- Bangalore (Bangalore Soma Vineyards, SDU Winery, Grover Zampa Vineyards and Alpine Wineries)

Wine consumption in India

- Hampi Hills (KRSMA Estates)

30 million litres per year - Bijapur and Northern Karnataka (Nisarga Vineyards and Elite Vintage Winery)

18ºNorth | Winery

Demand

Wine Exports

- India ranks 77th in terms of world wine consumption. The per capita consumption in India is only 20 ml per year. India consumed 0.8% of total wine consumed in Asia.

- Cabernet Sauvignon, Sauvignon Blanc and Chenin Blanc are the export quality wines that India exports to other countries.

- Red wine is the most popular type of wine consumed in India, followed by white wine. Red wine accounts for 45% consumption followed by white wine 40% and sparkling wine at 10-15% and Rose wine 1-5%. 45% 40% 10-15% 15%

Red wine

White wine

Sparkling wine

Rosé wine

- Survey reveals that consumption of wine in India is expected to reach 28 million liters by 2017. Wine consumption in India is expected to grow gradually and could reach 34 million liters by 2020.

- China, Singapore, Japan, Nepal, Bhutan are the potential markets for Indian wines which are also getting good acceptance in U.S & France.

- Fruit wines are manufactured mostly from grape juice. South Indian Banana Winery, Wild Berry Beverages are some of the other manufacturers of non-grape wines in India.

Climate and Geography

- Sweeter wines have a good demand in Bhutan and Vietnam.

- Vineyards are then planted at higher altitudes along slopes and hillsides to benefit from cooler air and some protection from wind.

- India exported almost 20 lakh liters or 10% of total production in 2015. India’s wine export value was calculated to be around Rs. 80 crore and is expected to increase to Rs. 500 crore in next five years.

- The altitude of India’s vineyards typically range from around 660 ft (200 m) in Karnataka, 984 ft (300 m) in Maharashtra, 2,600 ft (800 m) along the slopes of the Sahyadri to 3,300 ft (1000 m) in Kashmir.

Non-grape Wine Scenario

- Summertime temperature can get as hot as 113 °F (45 °C) and wintertime lows can fall to 46 °F (8 °C).

- Non-grape wine production in 2015 is estimated at around 1 million liters per year. Rhythm Winery is one of the oldest winery with an annual production of around 1 lakh liters per year.

Sakshi Chaudhari | Graduation Project 2021

Client meeting

Building a brand is not just about making a logo. Branding is about building an experience that will stay in the minds of people. Branding is storytelling. Before moving to secondary research and ideation process, there were many things we needed to know to get a better understanding of what our clients wanted to project to the world. So, I prepared a list of questions for our clients. The aim is to collect stories, values and practices that are unique to the company and can help build a better brand.

1. What inspired you to start this winery? What’s your story? - We started liking wine while in the US. Back home in India, we realized we could not get a good enough wine. Also, at both places we found wines were tough on my wife who has migraine. - Grapes are not only the fruit used for wine... so we started making wines from Oranges, Jambhool and many more, without adding sulfites and nitrates 2. Which fruits do use? - We began making fruit wines with a wide variety of fruit available in our home city of Pune: Orange, Guava, Banana, Custard Apples, Strawberries, Jamun,Grapes (both green and black). 3. What is your current location? - Pune, Maharashtra 4. What is the process for sourcing your ingredients?

18ºNorth | Winery

-Depends, some are imported We go to the market. We pick the fruit 5. Do you grow your own ingredients or source them from somewhere (where)? - No, we don’t grow our own ingriedients Are they organically grown? - No Are they locally produced at your place/ farm? - No

8. Who are your competitors and what challenges do you face from them? -All major wine producers like Sula, Grovers. etc are our competitors plus there are small manufacturers as well.

- We expect your middle class, choosy, connoisseurs to be our customers. Those who drink not to get out of control but to feel slightly high and do not want any hangover at all

9. What is your price range? -600-700rs of bottle

11. Imagine a situation where you can overhear 2 consumers talking about your product. What are they saying? - It is very smooth, unexpectedly rich, delicate and without any after effects.

6. Who is your target audience? -Age group - 25- 35 -Geographic location- Maharashtra

10. You’re considering going commercial now – does that mean you’ve been around for some time? Are you known? Who do you imagine your (core) customer to be?

7. What is their (target audience) understanding and what do they expect from your products? Understanding of target audience: - It is very smooth, unexpectedly rich, delicate and without any after effects Expectation: - It should be light (light to consume, it doesn’t give you any heavyness). - Fresh

- Yes. We have been making fine wines for the last 5 years, at home. Started with 2 litres a batch, now 35 litres a batch. - 5 tastes: medium, dry, light, neutral and sweet - We don’t sell. Our friends enjoy it with us. Many actually say they have wine ONLY at our place. Many ladies tasted wine the first time with us, tried commercial wines but drink only our wine.

12. What kind of personality would you like your brand to exhibit? Share 5 words that best describe what you want to project. -Smooth, suave, delicate, rich and delightful 13. Where do you see your brand in the next 5 years (do you have plans of expanding to other products as well? Or will wine remain your main offering?) - Only wine. In Europe and US soon

Sakshi Chaudhari | Graduation Project 2021

What grabs a consumer’s eye? - Understanding what is catching consumer’s eyes and motivating them to head to the register will help your winery mimic and develop packaging that grabs customers attention and drives sales. - In the study, the most visible wine bottles were noticed by up to 77% more consumers than the less visible bottles. Some of those bottles also held a consumer’s attention by up to 2.5 times longer. - A consumer’s age also determined

- Year-over-year sales of canned wine are up

- Wine in a can is having a big moment.

which bottles they found more attractive.

43% in the U.S. Drinkers want wine to match

Packaging and wine label tell a story to

Millennials were drawn to the more fun,

their lifestyle, and it’s on the go, without

the consumer who has never tasted your

bold, colorful and adventurous labels.

a glass. With a can, brands can do a full

product before

360-degree wrap-around label that helps - It’s not just the labels that are catching consumer’s eyes — it’s the overall packaging.

tell the story even further.

Sakshi Chaudhari | Graduation Project 2021

Consumer Wine Label Preferences

- Bright colors to draw the eye

- Texture for a tacile experience

- A splash of humor

18ºNorth | Winery

Wine Label Information Labels play an important role in the wine world. Beyond the obvious function of attracting attention and distinguishing a wine from its competitors, they also provide vital product information and are a basic legal requirement.

Sakshi Chaudhari | Graduation Project 2021

Competitiors

- When I searched for wine brands, I came across many other Indian brands. As I looked through the jungle of these wine brands, very few brands stood out. - Most of them were similar; right from the visual language to the flavours to the price range. - Most of the brands which I came across have minimal surface graphics, clean and simple. And clear bottles are easy to scale and adapt across a range of variables.

- But there was hardly special which made a brand stand out. - How, then does a brand differentiate itself? Stories and context. To differentiate oneself, you have to bring in an element of connect, of cultural context. - Here are visuals of some of the brands I saw.

18ºNorth | Winery

Sakshi Chaudhari | Graduation Project 2021

Wine brands

Sula wines

Fratelli

KRSMA

Location: Nashik Recommended Picks: Red: Rasa Cabernet Sauvignon White: Dindori Reserve Chardonnay Rosé: The Source Grenache Rose 3. What is your current location? - Pune, Maharashtra

Location: Solapur Recommended Picks: Red: Sette White: Chenin Blanc Rosé: MS Rose Sparkling: Noi

Location: Hampi Hills Recommended Picks: Red: K2 White: Sauvignon Blanc

18ºNorth | Winery

Rhythm

Resvera

Hill Zill Wines (Fruzzante)

Location: Khadakwasla, Narhegaon Fruit: Pineapple, Strawberry, Kiwi, Peach, Plum and Alphonso

Location:Mahabaleshwar, Maharshtra Fruit: Jamun

Location: Bordi, Maharashtra Fruits: Chikoo, Strawberry, Mango, Star Fruit, Pineapple and Orange

Sakshi Chaudhari | Graduation Project 2021

Case study Sula Wines One of the brands that effectively managed to make a mark with people and establish itself as a cool and quirky brand is Sula. Right from the way they have named their wines to their surface graphics, everything is colourful, quirky and has a keepsake value.

Sula wines names the region on its bottles and uses an Indian logo – the sun signifying wine from warmer regions

Serif font

- Lively and fun colour palette

- Minimal information, name, ingredients and storage information

- Each bottle lables are differentiated by beautiful illustration

- The packaging used for Sula’s products are 99% recyclable

18ºNorth | Winery

- Distinct labels

- Colourful labels

- Typography reliant

Sakshi Chaudhari | Graduation Project 2021

Case study KRSMA KRSMA a name had to be chosen for the wine-house, one that not only reflected its inherent Indian character but also its singularity. A name that could carve out a niche for itself, something modern, yet distinctly Indian What could be better than the union of the two very souls that brought together the idea of a wine so unique – thus from the first name of Krishna and Uma was born ‘KRSMA’ (Kris – Ma) Estate

Premium, elegant design Clean, strong and well proprtioned letter forms create a simple but impactful logo Serif font

- Premium colour palette - Clean and simple typography - Each bottle lables have intricate designs - Formal and authoritative tone of voice

18ºNorth | Winery

- Consistent visual language

- Clean and simple

Sakshi Chaudhari | Graduation Project 2021

Visit to Sula wines About

Process involves

- In 1999, Rajeev Samant established Sula Vineyards.

- Crushing of grapes and primary alcohol fermentation. - Pressing and pigeage (manual crushing) - Secondary fermentation and bulk aging (barrels) - Laboratory test - Blending and Finning - Preservatives - Bottling - Processed wine is stored in Barrels. (20,30,50 bottles) - Bottle Labelling - Distribution.made a mark in the Indian wine industry by capturing 65% of the wine market .

- Nashik’s first winery and paved the way for the emergence of India’s Wine Capital, with almost 35 other wineries following suit in the region over the next decade. - The name Sula came from his mother’s name Sulabha and symbolized the rich. - Today Sula is India’s leading wine company and is leading the charge of Indian wine across the wine world. - Sula has established itself as a pioneer and leader in the Indian wine industry with milestones across its winemaking, tourism and business ventures. Since the sale of its first bottle of wine in 1999, Sula has made a mark in the Indian wine industry by capturing 65% of the wine market .

Types of wine - Red - White - Sparking - Dessert

18ºNorth | Winery

Packaging - 99% of packaging materials they currently use are reyclable. This incredible statistic totals to approx. 5000 tons of recyclable material, which can be reused in multiple forms.

- Decreased the weight of bottles by 15-20 grams. Light weight bottles are environmental wins since lighter bottles are easily recyclable and consume less resource in production.

- Earlier the capsules of sula wine bottles were made from aluminium foil, now they made using ecofriendly materials, helping to drive recyclability.

“Ideation without execution is delusion “ - Robin Sharma

Ideation 18º North

Moodboard

Logo ideation sketches

Box packaging sketches

Concept 1

Concept 2

Concept 3

100

Sakshi Chaudhari | Graduation Project 2021

18º North

About 18ºNorth is a Pune based wine brand looking to enter the market with exquisite, organic fruit wines and change the way fruit wines are perceived and consumed in India. Starting from India, the plan is to expand into international markets, beginning from Europe and the USA.

Story i. The story of 18 Degrees North starts from humble roots, where the creators Madhav and Smita Deshpande began with making wines at home, for their own interest in understanding the process, and trying to achieve the taste, clarity and finesse seen in some of the most delicious wines across the world, with widely available, and indigenous fruits, endemic to the Indian peninsula. ii. They began making wines with a wide variety of fruit available in their home city of Pune; Orange, Guava, Banana, Custard Apples, Strawberries, Jamun, Grapes.

iii. Over the last several years, they have been refining the quality, taste, and color and transparency of the Orange and Jamun wines.

Flavours - Opulent Orange - Teinte Rouge Shiraz - Custard Apple Meadow - Chardonnay Velvet Vino - Jubilant Jamun - Succulent Sapota - Luscious Strawberry - Mangosteen Puritas - Piquant Guava - Puritas Plum - Table Grapes Mellow

Types 1. Sweet 2. Neutral 3. Medium Dry 4. Least Sweet 5. Sweetest

18ºNorth | Winery

Keywords for brand - Premium - Smooth - Suave - Delicate - Rich - Delightful - Youth

Target Audience - Age group - 25- 35 Geographic location- Maharashtra

Sakshi Chaudhari | Graduation Project 2021

Moodboard

18ºNorth | Winery

Logo ideation sketches

Sakshi Chaudhari | Graduation Project 2021

18ºNorth | Winery

Sakshi Chaudhari | Graduation Project 2021

18ºNorth | Winery

Sakshi Chaudhari | Graduation Project 2021

Box packaging ideation sketches

Carry box packaging Retail box packaging

18ºNorth | Winery

Foldable Wine bottle packaging box

After opening (front view)

Top view

Sakshi Chaudhari | Graduation Project 2021

Concept 1 Possible theme - FRUIT/ FOREST FLORAL INSPIRED - 18ºNorth produces high-quality fruit wines. - They began making wines with a wide variety of fruit available in their home city of Pune; Orange, Guava, Banana, Custard Apples, Strawberries, Jamun, Grapes (both green and black). - Goal is to create modern and attractive label which will look good and which will be attractive to the target audience. - Floral inspired style fruit illustrations of respective fruit flavour. Key points - Premium colour palette - Clean and simple typography - Floral - Botanical - Elegant - Classic

18ºNorth | Winery

Moodboard

Colour Palette

#9f1d23

#f1a745

#a3c358

#772f73

#f4bd67

#212121

Sakshi Chaudhari | Graduation Project 2021

Concept 2 Possible theme - NORTH STAR/COMPASS INSPIRED - 18ºNorth, the name itself indicates north direction. - Usually, compass rose shows the directions north, south, east, and west on the compass face as abbreviated initials. - Compasses always point north. It is like the North star, celebrated throughout history as a symbol of guidance. - Intricate minimal illustration Key points - North star - Compass - Luxury - Minimal - Intricate illustration

18ºNorth | Winery

Moodboard

Colour Palette

#f2ece1

#d88743

#efe2ef

#6c3895

#1e1e1e

#e5b973

Sakshi Chaudhari | Graduation Project 2021

Concept 3 Possible theme - FARM/HOUSE INSPIRED - 18ºNorth is a Pune based wine brand. They began wine making wines at home. Usually wineries are in the vineyards or somewhere close around them. - Here, the possible design element on the label could be house/farm. - ‘House’ motif can be used on the label which can create something very recognizable and memorable and the same time. Key points - House/Farm illusrations - Line illustration - Vintage feel - Sketch illustration

100

18ºNorth | Winery

Moodboard

Colour Palette

#a24223

#cd8835

#ceca9c

#8aa293

#f2bd65

#0369a7

101

“Wine packaging is like a mini-poster, allowing only a few seconds to communicate a story “ - Patti Britton, Britton Design, Sonoma, Calif.

102

Design Logo explorations

104

Logo design option 1

105

Logo design option 2

106

Logo design option 3 (Final)

107

Brand guidelines

108

Route 1

120

Route 2

132

Route 3 (Final)

140

Explorations

220

103

Sakshi Chaudhari | Graduation Project 2021

Logo explorations

18° N RTH

18°NORTH

18° N RTH

18 N

18°

N RTH

104

18ºNorth | Winery

Option 1

105

Sakshi Chaudhari | Graduation Project 2021

Option 2

106

18ºNorth | Winery

Option 3

107

Brand guidelines

108

DAPKEGHAR FINE WINES

109

Sakshi Chaudhari | Graduation Project 2021

Final Logo with Tagline

DAPKEGHAR FINE WINES

110

18ºNorth | Winery

Logo concept Indicates north direction

18° North meaning: Geo location of Pune

111

Sakshi Chaudhari | Graduation Project 2021

Logo color palette

Below is the official color palette. Avoid deviating from this core set of colors or creating tints of these values.

GOLD RGB 96-74-40 CMYK 3-27-69-0 HEX F4BD67

BLACK RGB 13-13-13 CMYK 72-66-65-73 HEX 212121

Gold color meaning - extravagance - wealth - riches

Black color meaning - elegance - sophistication - strength

112

18ºNorth | Winery

Typography

Poppins Bold is used in heading as a logo typeface. Avenir Next LT Pro Regular is used for tagline.

Poppins Bold

Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 0123456789 °

Avenir Next LT Pro Regular

Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 0123456789 °

113

Sakshi Chaudhari | Graduation Project 2021

Logo Clear Space

114

The clear space around logo should always be greater than or equal to the symbol of north direction. Specific amount of space that a logo must have on all sides, no matter where it is used

Ensure there is adequate space between the logo and surrounding elements.

18ºNorth | Winery

Symbol grid construction

12x12 grid

115

Sakshi Chaudhari | Graduation Project 2021

Logo arrangement variation

116

These are the variation for the composition of the final logo.

18ºNorth | Winery

Minimum Size

The minimum width of the logo should be 2 cm and the maximum can go up to any size as required by the medium.

2 cm x cm

The symbol individually can be used with a minimum size of 1 cm and the maximum can go up to any size as required by the medium.

1 cm x cm

117

Sakshi Chaudhari | Graduation Project 2021

Usage on Backgrounds

118

The full-color logos should be used only on white and black colored backgrounds. Avoid using full-color logos on photographs unless the logo sits on a black or white area of the image.

The full-color logo will not perform well on photography and various background colors. In those cases, the one-color logo should be used.

18ºNorth | Winery

Logo Misuse

18 °

Do not crop the logo

Do not rotate any part of the logo

Do not change the transparency of the logo

Do not use different colors

Do not distort the logo

Do not use drop shadows or any other effects

18° N RTH Do not scale individual parts of the logo

Do not re-create using any other typeface

Do not outline logotype

119

Route 1 (North star theme)

120

18ºNorth | Winery

Option 1

P K E G H A R D A

I N E

E W I N

OPULENT ORANGE VINTAGE 2020

MEDIUM DRY No Sulfites No Nitrites

Alc 4.8% V/V MADE IN INDIA

121

Sakshi Chaudhari | Graduation Project 2021

P K E G H A R D A

I N E

E W I N

JUBILANT JAMUN VINTAGE 2020

MEDIUM DRY No Sulfites No Nitrites

122

Alc 4.8% V/V MADE IN INDIA

18ºNorth | Winery

3 123

Sakshi Chaudhari | Graduation Project 2021

Option 2

DAPKEGHAR FINE WINES

VINT AG E 2020

OPULENT ORANGE MEDIUM DRY

124

18ºNorth | Winery

DAPKEGHAR FINE WINES

VINTAGE 2020

JUBILANT JAMUN MEDIUM DRY ALC 4.8% V/V MADE IN INDIA

125

Sakshi Chaudhari | Graduation Project 2021

Option 3

3 126

18ºNorth | Winery

3 127

Sakshi Chaudhari | Graduation Project 2021

Option 4

3 128

18ºNorth | Winery

3 129

Sakshi Chaudhari | Graduation Project 2021

Option 5

P K E G H A R D A

I N E

E W I N

OPULENT ORANGE VINTAGE 2020

MEDIUM DRY ALC 4.8% V/V MADE IN INDIA

130

18ºNorth | Winery

P K E G H A R D A

I N E

E W I N

JUBILANT JAMUN VINTAGE 2020

MEDIUM DRY ALC 4.8% V/V MADE IN INDIA

131

Route 2 (Fruit theme)

132

18ºNorth | Winery

Option 1

DAPKEGHAR FINE WINES

Opulent Orange 2020

3 133

Sakshi Chaudhari | Graduation Project 2021

18° N RTH DAPKEGHAR FINE WINES

Chardonnay Velvet Vino Medium Dry 2020 ALC 4.8% V/V MADE IN INDIA

134

18ºNorth | Winery

18° N RTH DAPKEGHAR FINE WINES

DAPKEGHAR FINE WINES

Jubilant Jamun 2020

Teinte Rouge Shiraz 2020 ALC 4.8% V/V MADE IN INDIA

135

Sakshi Chaudhari | Graduation Project 2021

Option 2

18° N RTH DAPKEGHAR FINE WINES

OPULENT ORANGE

VINTAGE 2020 MEDIUM DRY

ALC 4.8% V/V MADE IN INDIA

136

18ºNorth | Winery

18° N RTH DAPKEGHAR FINE WINES

TEINTE ROUGE SHIRAZ VINTAGE 2020 MEDIUM DRY

3 ALC 4.8% V/V MADE IN INDIA

137

Sakshi Chaudhari | Graduation Project 2021

18° N RTH

DAPKEGHAR FINE WINES

CUSTARD APPLE MEADOW

JUBILANT JAMUN

VINTAGE 2020 MEDIUM DRY

ALC 4.8% V/V MADE IN INDIA

138

ALC 4.8% V/V MADE IN INDIA

18ºNorth | Winery

DAPKEGHAR FINE WINES

Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat.

CHARDONNAY VELVET VINO

ALC 4.8% V/V

Net Quantity: 375 ml

MEDIUM DRY | NO SULPHITES NO NITRITES | PRODUCE OF INDIA Store away from direct light & heat

Lorem ipsum dolor sit amet, consectetuer CONSUMPTION OF ALCOHOL IS INJURIOUS TO HEALTH

VINTAGE 2020 MEDIUM DRY

BE SAFE DON’T DRINK AND DRIVE

adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim

M. R. P. Rs 635 (Incl. of all taxes & duties) Batch No : 0636 Mfg. Date : March 2020

Lic. No. 1001420568792

Manufactured by: Lorem ipsum dolor Customer Care No.: 012 3456789 Email: customercare@18north.com

ALC 4.8% V/V MADE IN INDIA

www.18degreesnorth.com

139

Route 3 - Final (Floral theme)

140

Illustration style

18ºNorth | Winery

141

Sakshi Chaudhari | Graduation Project 2021

Color Palette

#9f1d23

#f0a846

#a2c357

#782f73

#a71f24

#e0ab26

#91aa54

#6d3353

#f3bd66

#212121

#d1d0ce

#ffffff

142

18ºNorth | Winery

Typography Poppins Extrabold

Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 0123456789

Avenir LT Std 95 Black

Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 0123456789

Yeseva One Regular

Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 0123456789 143

TEINTE ROUGE SHIRAZ

144

145

Sakshi Chaudhari | Graduation Project 2021

DAPKEGHAR FINE WINES

Net Quantity: 375 ml

MEDIUM DRY | NO SULPHITES NO NITRITES | PRODUCE OF INDIA

TE I N TE R O U GE SH IRA Z

Lorem ipsum dolor sit amet, consectetuer CONSUMPTION OF ALCOHOL IS INJURIOUS TO HEALTH

adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat

BE SAFE DON’T DRINK AND DRIVE

volutpat. Ut wisi enim ad minim

M. R. P. Rs 635 (Incl. of all taxes & duties) Batch No : 0636 Mfg. Date : March 2020

Lic. No. 1001420568792

Manufactured by: Lorem ipsum dolor Customer Care No.: 012 3456789 Email: customercare@18north.com

MEDIUM DRY No Sulfites

No Nitrites

VINTAGE 2020

ALC 4.8% V/V MADE IN INDIA

www.18degreesnorth.com

6 cm

146

8 cm

Store away from direct light & heat

18ºNorth | Winery

147

Sakshi Chaudhari | Graduation Project 2021

148

18ºNorth | Winery

149

Sakshi Chaudhari | Graduation Project 2021

Box packaging Template design

Top side

25 cm

Back side 7 cm

Left side

150

8 cm

Front side

Right side

18ºNorth | Winery

151

Sakshi Chaudhari | Graduation Project 2021

Gift box packaging

10 inches

Template design

Box interior

8 inches

10 inches

Box exterior

5 inches

152

8 inches

10 inches

8 inches

5 inches

18ºNorth | Winery

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Sakshi Chaudhari | Graduation Project 2021

Wine bag

13 inches

Template design

3.5 inches

154

18ºNorth | Winery

155

Sakshi Chaudhari | Graduation Project 2021

Wine Information Card (16x8cm)

156

18ºNorth | Winery

Wine Information Tags (8x5cm)

Front side

Back side

157

Sakshi Chaudhari | Graduation Project 2021

Wine Information Booklet

158

(21x29.7cm)

18ºNorth | Winery

159

OPULENT ORANGE

160

161

Sakshi Chaudhari | Graduation Project 2021

DAPKEGHAR FINE WINES

Net Quantity: 375 ml

MEDIUM DRY | NO SULPHITES NO NITRITES | PRODUCE OF INDIA

3 O P U LE N T O R A N G E

Store away from direct light & heat

Lorem ipsum dolor sit amet, consectetuer CONSUMPTION OF ALCOHOL IS INJURIOUS TO HEALTH BE SAFE DON’T DRINK AND DRIVE

adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim

M. R. P. Rs 635 (Incl. of all taxes & duties) Batch No : 0636 Mfg. Date : March 2020

Lic. No. 1001420568792

Manufactured by: Lorem ipsum dolor Customer Care No.: 012 3456789 Email: customercare@18north.com

MEDIUM DRY No Sulfites

162

No Nitrites

VINTAGE 2020

ALC 4.8% V/V MADE IN INDIA

www.18degreesnorth.com

18ºNorth | Winery

163

Sakshi Chaudhari | Graduation Project 2021

164

18ºNorth | Winery

165

CUSTARD APPLE MEADOW

166

167

Sakshi Chaudhari | Graduation Project 2021

DAPKEGHAR FINE WINES

Net Quantity: 375 ml

MEDIUM DRY | NO SULPHITES NO NITRITES | PRODUCE OF INDIA

3 CUS TA R D A P P LE M E AD O W

Store away from direct light & heat

Lorem ipsum dolor sit amet, consectetuer CONSUMPTION OF ALCOHOL IS INJURIOUS TO HEALTH BE SAFE DON’T DRINK AND DRIVE

adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim

M. R. P. Rs 635 (Incl. of all taxes & duties) Batch No : 0636 Mfg. Date : March 2020

Lic. No. 1001420568792

Manufactured by: Lorem ipsum dolor Customer Care No.: 012 3456789 Email: customercare@18north.com

MEDIUM DRY No Sulfites

168

No Nitrites

VINTAGE 2020

ALC 4.8% V/V MADE IN INDIA

www.18degreesnorth.com

18ºNorth | Winery

169

Sakshi Chaudhari | Graduation Project 2021

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18ºNorth | Winery

171

JUBILANT JAMUN

172

173

Sakshi Chaudhari | Graduation Project 2021

DAPKEGHAR FINE WINES

Net Quantity: 375 ml

MEDIUM DRY | NO SULPHITES NO NITRITES | PRODUCE OF INDIA

3 JU B I LA N T JA M U N

Store away from direct light & heat

Lorem ipsum dolor sit amet, consectetuer CONSUMPTION OF ALCOHOL IS INJURIOUS TO HEALTH BE SAFE DON’T DRINK AND DRIVE

adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim

M. R. P. Rs 635 (Incl. of all taxes & duties) Batch No : 0636 Mfg. Date : March 2020

Lic. No. 1001420568792

Manufactured by: Lorem ipsum dolor Customer Care No.: 012 3456789 Email: customercare@18north.com

MEDIUM DRY No Sulfites

174

No Nitrites

VINTAGE 2020

ALC 4.8% V/V MADE IN INDIA

www.18degreesnorth.com

18ºNorth | Winery

175

Sakshi Chaudhari | Graduation Project 2021

176

18ºNorth | Winery

177

CHARDONNAY VELVET VINO

178

179

Sakshi Chaudhari | Graduation Project 2021

DAPKEGHAR FINE WINES

Net Quantity: 375 ml

MEDIUM DRY | NO SULPHITES NO NITRITES | PRODUCE OF INDIA

3 CH A R DO N N A Y V E LV ET V IN O

Store away from direct light & heat

Lorem ipsum dolor sit amet, consectetuer CONSUMPTION OF ALCOHOL IS INJURIOUS TO HEALTH BE SAFE DON’T DRINK AND DRIVE

adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim

M. R. P. Rs 635 (Incl. of all taxes & duties) Batch No : 0636 Mfg. Date : March 2020

Lic. No. 1001420568792

Manufactured by: Lorem ipsum dolor Customer Care No.: 012 3456789 Email: customercare@18north.com

MEDIUM DRY No Sulfites

180

No Nitrites

VINTAGE 2020

ALC 4.8% V/V MADE IN INDIA

www.18degreesnorth.com

18ºNorth | Winery

181

Sakshi Chaudhari | Graduation Project 2021

182

18ºNorth | Winery

183

SUCCULENT SAPOTA

184

185

Sakshi Chaudhari | Graduation Project 2021

DAPKEGHAR FINE WINES

Net Quantity: 375 ml

MEDIUM DRY | NO SULPHITES NO NITRITES | PRODUCE OF INDIA

3 SU CCU LE N T S A P OT A

Store away from direct light & heat

Lorem ipsum dolor sit amet, consectetuer CONSUMPTION OF ALCOHOL IS INJURIOUS TO HEALTH BE SAFE DON’T DRINK AND DRIVE

adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim

M. R. P. Rs 635 (Incl. of all taxes & duties) Batch No : 0636 Mfg. Date : March 2020

Lic. No. 1001420568792

Manufactured by: Lorem ipsum dolor Customer Care No.: 012 3456789 Email: customercare@18north.com

MEDIUM DRY No Sulfites

186

No Nitrites

VINTAGE 2020

ALC 4.8% V/V MADE IN INDIA

www.18degreesnorth.com

18ºNorth | Winery

187

Sakshi Chaudhari | Graduation Project 2021

188

18ºNorth | Winery

189

LUSCIOUS STRAWBERRY

190

191

Sakshi Chaudhari | Graduation Project 2021

DAPKEGHAR FINE WINES

Net Quantity: 375 ml

MEDIUM DRY | NO SULPHITES NO NITRITES | PRODUCE OF INDIA

3 L U SC I O U S STR A W B ER R Y

Store away from direct light & heat

Lorem ipsum dolor sit amet, consectetuer CONSUMPTION OF ALCOHOL IS INJURIOUS TO HEALTH BE SAFE DON’T DRINK AND DRIVE

adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim

M. R. P. Rs 635 (Incl. of all taxes & duties) Batch No : 0636 Mfg. Date : March 2020

Lic. No. 1001420568792

Manufactured by: Lorem ipsum dolor Customer Care No.: 012 3456789 Email: customercare@18north.com

MEDIUM DRY No Sulfites

192

No Nitrites

VINTAGE 2020

ALC 4.8% V/V MADE IN INDIA

www.18degreesnorth.com

18ºNorth | Winery

193

Sakshi Chaudhari | Graduation Project 2021

194

18ºNorth | Winery

195

MANGOSTEEN PURITAS

196

197

Sakshi Chaudhari | Graduation Project 2021

DAPKEGHAR FINE WINES

Net Quantity: 375 ml

MEDIUM DRY | NO SULPHITES NO NITRITES | PRODUCE OF INDIA

3 MA N GO STE E N P U R IT A S

Store away from direct light & heat

Lorem ipsum dolor sit amet, consectetuer CONSUMPTION OF ALCOHOL IS INJURIOUS TO HEALTH BE SAFE DON’T DRINK AND DRIVE

adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim

M. R. P. Rs 635 (Incl. of all taxes & duties) Batch No : 0636 Mfg. Date : March 2020

Lic. No. 1001420568792

Manufactured by: Lorem ipsum dolor Customer Care No.: 012 3456789 Email: customercare@18north.com

MEDIUM DRY No Sulfites

198

No Nitrites

VINTAGE 2020

ALC 4.8% V/V MADE IN INDIA

www.18degreesnorth.com

18ºNorth | Winery

199

Sakshi Chaudhari | Graduation Project 2021

200

18ºNorth | Winery

201

PIQUANT GUAVA

202

203

Sakshi Chaudhari | Graduation Project 2021

DAPKEGHAR FINE WINES

Net Quantity: 375 ml

MEDIUM DRY | NO SULPHITES NO NITRITES | PRODUCE OF INDIA

3 P I Q U A N T GU A VA

Store away from direct light & heat

Lorem ipsum dolor sit amet, consectetuer CONSUMPTION OF ALCOHOL IS INJURIOUS TO HEALTH BE SAFE DON’T DRINK AND DRIVE

adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim

M. R. P. Rs 635 (Incl. of all taxes & duties) Batch No : 0636 Mfg. Date : March 2020

Lic. No. 1001420568792

Manufactured by: Lorem ipsum dolor Customer Care No.: 012 3456789 Email: customercare@18north.com

MEDIUM DRY No Sulfites

204

No Nitrites

VINTAGE 2020

ALC 4.8% V/V MADE IN INDIA

www.18degreesnorth.com

18ºNorth | Winery

205

Sakshi Chaudhari | Graduation Project 2021

206

18ºNorth | Winery

207

PURITAS PLUM

208

209

Sakshi Chaudhari | Graduation Project 2021

DAPKEGHAR FINE WINES

Net Quantity: 375 ml

MEDIUM DRY | NO SULPHITES NO NITRITES | PRODUCE OF INDIA

3 P U R I TA S P LU M

Store away from direct light & heat

Lorem ipsum dolor sit amet, consectetuer CONSUMPTION OF ALCOHOL IS INJURIOUS TO HEALTH BE SAFE DON’T DRINK AND DRIVE

adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim

M. R. P. Rs 635 (Incl. of all taxes & duties) Batch No : 0636 Mfg. Date : March 2020

Lic. No. 1001420568792

Manufactured by: Lorem ipsum dolor Customer Care No.: 012 3456789 Email: customercare@18north.com

MEDIUM DRY No Sulfites

210

No Nitrites

VINTAGE 2020

ALC 4.8% V/V MADE IN INDIA

www.18degreesnorth.com

18ºNorth | Winery

211

Sakshi Chaudhari | Graduation Project 2021

212

18ºNorth | Winery

213

TABLE GRAPES MELLOW

214

215

Sakshi Chaudhari | Graduation Project 2021

DAPKEGHAR FINE WINES

Net Quantity: 375 ml

MEDIUM DRY | NO SULPHITES NO NITRITES | PRODUCE OF INDIA

3 TA B LE GR A P E S M E L L O W

Store away from direct light & heat

Lorem ipsum dolor sit amet, consectetuer CONSUMPTION OF ALCOHOL IS INJURIOUS TO HEALTH BE SAFE DON’T DRINK AND DRIVE

adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim

M. R. P. Rs 635 (Incl. of all taxes & duties) Batch No : 0636 Mfg. Date : March 2020

Lic. No. 1001420568792

Manufactured by: Lorem ipsum dolor Customer Care No.: 012 3456789 Email: customercare@18north.com

MEDIUM DRY No Sulfites

216

No Nitrites

VINTAGE 2020

ALC 4.8% V/V MADE IN INDIA

www.18degreesnorth.com

18ºNorth | Winery

217

Sakshi Chaudhari | Graduation Project 2021

218

18ºNorth | Winery

219

Explorations

220

18ºNorth | Winery

221

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222

18ºNorth | Winery

223

Sakshi Chaudhari | Graduation Project 2021

224

18ºNorth | Winery

225

Sakshi Chaudhari | Graduation Project 2021

DAPKEGHAR FINE WINES

OPULENT ORANGE

MEDIUM DRY VINTAGE 2020

OPULENT ORANGE VINTAGE 2020

MEDIUM DRY ALC 4.8% V/V MADE IN INDIA

226

18ºNorth | Winery

P K E G H A R D A

I N E

E W I N

DAPKEGHAR FINE WINES

OPULENT ORANGE OPULENT ORANGE

VINTAGE 2020

MEDIUM DRY ALC 4.8% V/V MADE IN INDIA

227

Sakshi Chaudhari | Graduation Project 2021

228

18ºNorth | Winery

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Sakshi Chaudhari | Graduation Project 2021

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18ºNorth | Winery

231

Sakshi Chaudhari | Graduation Project 2021

Conclusion

A lot of challenges were in the way. This was the first time I’ve worked on client-based project. I got to know different things related to wine. It was quite challenging to work on wine labels because wine labels is like a mini-poster which allows only a few seconds to communicate a story. It was a big task to design a label and develop packaging that grabs customers attention. Having five months to complete the project and every part of the design process with utmost detail and perfection gives you insight. I have explored and learnt a vast amount of knowledge while doing this project. During the course of this project, I experimented and explored many new things on my own. It was an intense learning experience filled with challenges. I learnt a lot about my own capabilities, weaknesses and how to cope with them.

232

The most important thing I learned through this project was working on multiple things simultaneously. I learned that how things are managed and done when it comes to a long term project. It taught me to focus on each part of design process for a longer period of time.

18ºNorth | Winery

References Wine information Wikipediahttps://en.wikipedia https://www.balicwinery.com/wine-asmedicine.html https://www.soundtrackyourbrand.com/ blog/music-and-wine#:~:text=A%20 single%20sound%2C%20a%20 melody,makes%20the%20wine%20 taste%20livelier. https://symbolism.fandom.com/wiki/Wine https://capestylemag.com/2018/01/30/ fruit-wines/ https://www.niagaravintagewinetours.com/ fruit-wine-not-just-grapes-anymore/ https://blog.eckraus.com/fruit-wine-baserecipe https://www.fruitwineshop.com/pages/ overview https://en.wikipedia.org/wiki/Indian_wine https://www.svlele.com/herbal/wine.html https://winefolly.com/tips/types-of-wine-

bottles/ https://www.wine-searcher.com/wine-label https://www.businessinsider.in/how-tosound-like-a-wine-expert-in-9-basic-steps/ articleshow/21989135.cms https://winefolly.com/lifestyle/history-ofwine-timeline-infographic/ https://www.winemag.com/2017/04/25/ exploring-the-history-of-wine-in-india/ https://winefolly.com/deep-dive/differenttypes-of-wine/ https://winefolly.com/deep-dive/how-isred-wine-made/ Marketing of wine https://marketing.sfgate.com/blog/15of-the-most-effective-wine-marketingtactics#:~:text=2.,to%20promote%20 your%20business%20too) Understanding brand communication

strategies https://www.freepressjournal.in/business/ understanding-brand-communicationstrategies-of-sula-wines Wine brands https://sulavineyards.com https://www.somavinevillage.com http://krsmaestates.com Photographs https://unsplash.com PSD mockup downloads https://elements.envato.com/wine-bottlemock-up-2-M8Q4FTL https://elements.envato.com/wine-bagbottle-mock-up-2-CHP2ST6 https://elements.envato.com/a4-brochuremock-up-3-WY8QAA https://elements.envato.com/label-tag-

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Sakshi Chaudhari | Graduation Project 2021

mockups-D9UHGB https://elements.envato.com/product-boxmockups-2ATP3K4 https://elements.envato.com/volume-03retail-box-packaging-mockups-3UKXV7 https://elements.envato.com/box-mock-up4-XFA7AK Karnavati University https://karnavatiuniversity.edu.in/uid/ https://karnavatiuniversity.edu.in/uid/bdesign-visual-communication-graphics/ unitedworldinstituteofdesign.co.in Qrious Creative Media https://www.qrious.in

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18ºNorth | Winery

Colophon

This document has been written and designed by Sakshi Chaudhari Type set in Avenir Next LT Pro Type family Document dimensions A4 29.7cm x 21cm

Softwares

235

Sakshi Chaudhari | Graduation Project 2021

Disclaimer This is a live project. This documentation is for academic purpose only. All rights are reserved with Qrious Creative Media LLP and 18°North. None of the information in this document can be disclosed on a public platform without the consent of the author or the organization.

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Graduation Project 2021

Articles inside

Disclaimer

Conclusion

Institute

Course

Primary research

Industry mentor

Myself

Mentor

Client meeting