Designed by Chad Michael Studio, this experimental wine range from Tennessee Homemade Wines of Gatlinburg, TN takes southern charm and craftsmanship to a whole new level.
Featuring a horizontally applied label, each offering is inspired by good ol’ classic staples from cotton candy to chocolate milk. The entire range currently offers more than 12 different profiles but only 6 are shown here. “Due to the large and ever-growing range of this Experimental Series we kept complex changes from label to label minimal. The key differentiators are the large woodcut illustration that highlights the liquid profile within and the color palette”, says Michael.
As the consumer visually drinks in the Experimental Series label from side to side they are met with several beautiful woodcut style images and inspiring typographic marriages. The graceful balance and unity that exists between all the elements within each label is quintessential of Chad Michael’s work. “I’ve never designed a label where I felt like I solved it on the first pass. Every design goes through multiple internal evolutions in order to find the right balance between all elements”, Michael says. “I’ve always loved packing in as much conceptual detail work as possible if the brand calls for it. Details that only ever further the brand’s story. There is a fine line that exists in regards to a breathable balance that every design needs. The key is to not overwork or overpack especially when it serves no conceptual purpose.”
The final more personal touches exist on the far right side where the label speaks to the story of the historic building the winery resides in. Following is the owners signature and a batch number to denote the small batch nature of each bottle. All labels are printed on Wausau’s Celtic Linen 70# paperstock to enhance the authentic hayseed look.
- Agency/Creative: Chad Michael Studio
- Article Title: Tennessee Homemade Wines Experimental Series by Chad Michael Studio
- Organisation/Entity: Agency
- Project Type: Packaging
- Project Status: Published
- Agency/Creative Country: United States
- Agency/Creative City: Dallas
- Market Region: North America
- Project Deliverables: Brand Mark, Illustration, Label Design, Packaging Design, Product Photography
- Format: Bottle
- Substrate: Glass Bottle
- Industry: Food/Beverage
- Keywords: WBDS Agency Design Awards 2022/23
Designer: Chad Makerson Michael