The task was to create packaging for a line of light, lightly sparkling wines that would play on the existing name “Dream Valley,” feel at home in the category, and speak to a broad mass-market consumer.
Wines in the accessible segment usually try to sell facts. Grape variety, region, vintage. Useful information, but rarely what the shopper actually needs when standing in front of a shelf with thirty options. What they need is the right feeling. A reason to reach out. In this case, that feeling is lightness: the gentle fizz of bubbles, a moment of softness, a small escape from the routine of the day.
We found the answer in a simple, legible image: a hot air balloon assembled from grape clusters, floating above Dream Valley itself. The idea connects the product name to something visual and immediate, without resorting to the usual motifs of the category. No grapevines, no crests, no generic landscape. Just a single image that earns a second glance.
The graphic language is watercolor and dreamy, built on translucent hues and soft gradients that echo the lightness of the wine itself. Materials reinforce the concept at every level: pearl paper gives the surface a gentle luminosity that shifts with the light, raised UV varnish accents the berries and adds a sense of juiciness and weight, and foil stamping delivers a quiet golden shimmer that reads as premium without feeling overdressed.
The result is a design that holds its balance. It looks original and stands out on shelf, while staying immediately readable within the category and well within what consumers expect from a wine like this. The key is a strong anchor image, the “wine” balloon, that registers and sticks at a glance. A simple, universal metaphor for lightness, one that works across audiences and doesn’t need explaining.