A Wine For Connection

Packaging and assets for a winery that connects consumers to the art of jazz.

Client

Capstone Project

Deliverables

Packaging Design

Social Media

Video Ad

Tools

Overview

Jasm 77 is a winery that connects consumers with the art of jazz. This connects them to historical figures in jazz and intends to grow into a brand that provides a platform to current day jazz artist.

The Challenge

How do I design packaging that makes the value about more than just wine?

Jazz has such a rich history behind it, and I wanted to think of way to connect consumers to that history to create a deeper experience that is worth more than just a simple drink.

RESEARCH

MOODBOARD

1920s was the peak for the Harlem Renaissance and this is where we really see jazz start to boom! I wanted to really lean into the aesthetics of that era for this design.

RESEARCH

MOODBOARD

1920s was the peak for the Harlem Renaissance and this is where we really see jazz start to boom! I wanted to really lean into the aesthetics of that era for this design.

My Solution

Connect the consumer with the musician.

Jasm 77's design is about connecting with the musician depicted on the labels. On the back is a brief summary about the musician and their flavor profile. Then there is a QR code that would take the consumer to the playlist of that musician.

DESIGN ELEMENTS

I wanted to lean into a art deco style of design to really bring that Harlem Renaissance aesthetic. The label art is inspired by the artwork of Aaron Douglas.

LABEL FLATS

Half Wrap Wine labels: 8" x 4". Since the color palettes vary, I wanted to make sure the language, layout, and elements always remained the same on each label to stay cohesive.

The Outcome

A experience that last once the bottle empties.

Through this design, I wanted to create something that provided value outside of the wine itself and made the bottles feel like collectables. This allows Jasm 77 to be valued as more than just wine, but a talking piece that connects to art.