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It’s About the Journey by Watermark Design

It’s About the Journey by Watermark Design

This wine label system was a fun exploration for the iconic Charlottesville, Virginia mountaintop destination, Carter Mountain. Now producing their own wine, they approached Watermark looking for a wine label design that was approachable and apropos of an apple picking adventure or music and a glass of wine while watching the sun set above the city. Carter Mountain overlooks all of Charlottesville on two sides; one with the town and the other, expanses of farmland and woodlands. The label depicts the long, steep and winding journey up to their mountaintop, which is a large part of the experience, leaving it all behind as you travel into the clouds.

The colors across the series reflect the range of seasons that can be enjoyed when visiting with each varietal, featuring a watercolor-like gradient, gradually lightening as you rise up the label toward the sky. Each palette is intentionally paired with the wine inside, translating tasting notes into visuals along the way. The rolling hills and approachable typography help capture the essence of this scenic trip, whether a fall pumpkin-picking escape or sweet peaches in the summer; letting go and enjoying the fresh air.

The graphic, more simple illustration style reflects the relaxed atmosphere and the die-cut can be read as the mountain’s edge or the clouds that you can almost touch, above the orchards & vineyards. This design balances a beautiful quality of wine with enjoyment, time with friends and family, and ultimately, unwinding.

CREDIT

  • Agency/Creative: Watermark Design
  • Article Title: It’s About the Journey by Watermark Design
  • Organisation/Entity: Agency
  • Project Type: Packaging
  • Project Status: Published
  • Agency/Creative Country: United States
  • Agency/Creative City: CHARLOTTESVILLE
  • Market Region: North America
  • Project Deliverables: Label Design
  • Format: Bottle
  • Substrate: Glass Bottle
  • Industry: Food/Beverage
  • Keywords: mountain wine label design

  • Credits:
    Creative Director: Darcey Lacy
    Graphic/Package Designer: Seth McDuffie

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