Sensi is a Cabernet Sauvignon conceptually inspired and handcrafted by Andrea Bocelli, an Italian classical singer who has been blind since a child. Sensi translates to senses in Italian. When researching packaging designed for the visually impaired, I found that there are very few packs that are inclusive for all from the use of braille translation to type sizes and colour choices. Therefore I was driven to create a pack that could be inclusive to all.

The pack creates a tactile experience using predominantly braille acting as music notes around the label(s) to translate not only the name of the product (Sensi) but also other key information for the consumer such as cabernet sauvignon, from the vineyard of Andra Bocelli, Est 2024, melody notes). The product name Sensi is also hand embossed on the front of pack to increase this level of tactility but also to create a premium look and feel to the pack. Beautiful and purposeful. Through further research, it was important that those who are visually impaired but do not use or read braille, also were just as vital in their needs for an inclusive pack. Therefore the back of pack includes all the necessary information in point sizes of 14 and 16, in black ink on white paper. These assets are deemed suitable for majority of people to see even with visual impairments.

Through the outer brand identity, creating a sensory experience elevated the importance of this brand and pack. Senses such as touch and hearing were used in the brand identity through motion sensor posters, blind wine tasting events, soft tactile furnishings in tasting rooms and the sounds of wine glasses used as instruments. These played a vital part in creating an inclusive brand on and off pack which is premium and delightful to all. Sensi Cabernet Sauvignon is a pairing of great taste in music and the finest wine.