SPRINGFIELD WINE ESTATE
The journey starts here. New packaging design and consumer experience for three Springfield wines.
YEAR RINGS
All three images, that make up the label design, are set within a set of concentric circles, which portray the year rings of the vines.
These concentric circles, formed by the changing seasons, reveal not only the passage of time but also the strength found in adversity. Embracing our experiences, much like a tree embraces its rings, can remind us that our journeys shape who we are, creating a rich tapestry of resilience and hope.
The label design showcases the heritage and story behind each wine:
Figure of a woman from history to represent Garuzis, which originated from a memory of the Bruwer great-grandmother.
Garuzis is green, pointing to the reference to nature and free spiritedness in the wine’s story of the great-grandmother.
Flamenco dancer for Albarino
Red is the colour of Albarino, signalling the Spanish origins of the wine.
Growing tree or vine for Work of Time, symbolizing how the Bruwer winemakers took their time to develop this special wine, through natural, old winemaking techniques.
Work of time is blue. Blue is also used as the basic colour in other branding and packaging aspects of this project.
The three wines are packaged in a recyclable box, with a handle for easy carrying.
Inside the lid of the box is the story of each wine and the outside of the lid is decorated with another design, in the same style as the labels of the wines, which depicts a winding road amongst trees.
The words “Your journey starts here” is printed on the lid, indicating that the wines could be the catalyst for the creation of wonderful stories and memories.
The consumer experience centres around a competition where consumers tag Springfield Wine Estate on social media whenever they are making memories, adding to their own story while drinking any of the wines in the wine pairing box.
All these tags, eventually become part of the Springfield story. Each month, one person wins a seat at the Taste Heritage Long Table, an exclusive event at Springfield. The prize includes a free wine tasting and cellar tour.
