Low Road
Package Design / Branding
The Idea
The goal was to create the brand and packaging for a Scottish wine company that would be eye-catching to consumers. The challenge was to make the brand look elegant and expensive. I wanted to target a high income audience.
The Process
I began by making a moodboard with other Scottish wines, tartans, and popular Scottish products. A lot of Scottish products use a red tartan pattern in their branding, so I used my own family clan tartan (which is blue) as my background design. I sketched out some layouts for my label and used a shield shape for the front label and made the logo a black and white ink illustration of the Edinburgh Castle. This gave it a regal look.
The Guidelines
I wanted to implement a little of my own heritage into this project, so I went with my family clan, MacLaren, as the basis for the tartan background. To accentuate the colours in this tartan, I chose a dark blue and gold to be my main and accent colours. I used Bradley DJR for the wordmark in a dark red to give it the appearance of olden Celtic lettering.
My Pattern
I replicated the MacLaren Clan tartan pattern in Illustrator and then put a fabric texture over it in Photoshop to make it look like it was woven.
My Layouts
I found an image of the Edinburgh Castle and image traced it in Illustrator to give it an inked appearance. I laid out the label in InDesign and printed it to stick onto a wine bottle as a prototype. I did the same process for the shortbread box, but I made the shield shape a die cut to reveal the cookies inside and printed it onto glossy card stock to make sure it's sturdy when assembled into a box.
End Result
I feel that I executed this project well and achieved the results I was looking for. I learned that it can be challenging to arrange all of the information required on the packaging along with all the designs and patterns, but it is a challenge that I can handle very well.