To redesign a wine label to better reflect the credentials of CAAAAAAAT Rosé – a premium quality cuvée made by winemaker Christophe Kaczmarek from organically-grown ingredients in the Côtes de Provence AOC.
The existing label for CAAAAAAAT Rosé was designed to communicate the friendly, light-hearted nature of the winemaker and his range of wines. However, the design did not translate well in the Australian market so our client, Global Grapevine, asked us to develop a new label that was still true to the brand but land as a slightly more sophisticated wine than the original design indicated.
In particular, our client wanted improve the initial reaction to the wine to in restaurants – a factor that informed our design solution.
We needed to keep the name CAAAAAAAT and the label had to cover the existing labels. Subsequently, we made a long label which required waitstaff in restaurants to turn the bottle to reveal the full name, hopefully sparking a conversation about the wine and improving the likelihood of purchase at the table.
The new label is bold and playful and is a more finessed than the slightly odd predecessor. Global Grapevine were extremely happy with the result and now the wine earns its place as a premium Rosé through the influence of good graphic design.