Duckhorn Vineyards

Wine Bottle Redesign

Duckhorn Vineyards
Wine Bottle Redesign

2022

THE CHALLENGE //

MY SOLUTION //

Find an existing wine bottle brand and expand their audience reach through a refined label design. Develop aesthetic skills by integrating type, graphics, and required label information. Pay close attention to the application and style of the label itself.

I chose Duckhorn Vineyards wine because I personally love the wine itself. Duckhorn has a portfolio of wine brands such as PARADUXX, Decoy, Goldeneye, and more. These appeal to a range of budgets and audiences. I found that the current label felt stagnant and overly traditional, hardly changing since 1979. I wanted to bring a fresh, younger look to the brand to feel more approachable while still maintaining the refined, timeless image of the brand.

THE ORIGINAL DESIGN //

Duckhorn's wine label has been the go-to since the debut of the Napa Valley Merlot in 1979. The traditional label features one main sitting duck with the vineyard information surrounding it.

The 1979 Napa Valley Merlot

2022 Merlot Design

2022 Chardonnay Design

2022 Sauvignon Blanc Design

HAND SKETCHES //

My first attempt at redesigning the label included three separate approaches: traditional, modern, and experimental. These categories were based on the design itself and the application of the label such as transparent paper, die-cut stickers, and label cut-outs.

Traditional Sketches

Modern Sketches

Experimental Sketches

THE DUCK DESIGN //

Along with the three different styles of my sketches, the aesthetic of the duck was key to the redesign. I experimented with a more refined duck illustration, a geometric outline, an origami-inspired duck, and ducks in different positions to discover what fit the new brand. I was asking myself questions such as: Should I literally draw a horn on a duck? Should I maintain the original style? Should I include multiple ducks?

REFINED LABEL SKETCHES //

I began to narrow down the directions I liked best and honed in on those label details. I developed the color scheme, typography, and overall design based on the goal of maintaining the spirit of Duckhorn while aiming to appeal to a younger audience.

Typography & Color Exploration

Traditional Style

Modern Style

Modern Style 2

THE ESTATE ILLUSTRATION //

Once I refined my design and decided the direction, I wanted to illustrate the estate vineyard that is featured on the landing page of Duckhorn's website. To me, this image represents the tradition, beauty, and experience of the vineyard. The scene transports you to another world, deep in the beautiful Duckhorn vineyards.

THE FINAL DESIGN //

Finally, I combined all of the aesthetic and required wine label elements to create the refined final wine label design. The color scheme is more vibrant, yet speaks to the hue of the wine and flavors inside. The typography is a nod to the original with a fresh update. The new duck logo is a much more simplified, active version of the original sitting duck.