Jasm 77
Introduction
Role
Designer
The Challenge
How do you make a wine that educates?
Wine label designs are becoming more dynamic but I wanted to create something that went further beyond the label and wine itself. When I think of jazz, I think of settings that are calm, quiet, and typically theres a glass of wine involved which is what inspired me to combine the two. The only thing was, how do I make a design that stands out and makes people want to buy it not just for how nice it looks, but for what it offers as whole?
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.
Half Wrap Wine labels: 8" x 4". Label art is inspired by Aaron Douglas, "Father of African American art", a pioneer during the Harlem Renaissance.
Our Solution
I decided to make the design about the experience of connecting with the musician depicted on the labels. On the back it gives a brief summary of the background of the musician and why it was thoughtfully paired with its specific flavor profile. Then there is a QR code that would take the customer to the playlist of that musician where they can listen to their music while they drink.
The Outcome
I wanted to artwork to feel cohesive even if they have different color palettes. Each color palette is attributed to the sound and mood of the artist (ex: Ella Fitzgerald, soft yet regal purple colors). Through this design, I wanted to create something long lasting that people would want to buy to collect and shed more light on jazz as a art and the great musicians who paved the way.
