Issue link: http://winesandvines.uberflip.com/i/1031957
40 WINES&VINES October 2018 BOTTLES &LABELS BEST PACKAGE REDESIGN WINNERS Before After SILVER: Cline Family Cellars, Sonoma, Calif. (entered by Affinity Creative Group) Hedgeline reaches for younger consumers "Our goal for the redesign was to broaden the appeal of the Hedgeline wine brand by appealing to a younger shop- per while staying relevant to our loyal buyers," said Anne Gustafson, creative director of WX Brands, the producer of Hedgeline. "As we looked at the crowded wine shelves across the country, the com- petition was daunting. Rather than moving the brand closer to the competition, we decided to keep a traditional look but give it a modern twist – something restrained, elegant and fresh." Gustafson called on Cult Partners, her longstanding agency of choice, to help with the redesign. "The result was a concept with a large die-cut 'H,' and we knew we had something unique. We then added a soft, robin's egg blue to create further differentiation from the other brands on the shelf. Our wine buyer at Kroger was enthusi- astic with the result." CLOSURE AND CAPSULE: Maverick Enterprises DESIGNER: Cult Partners BOTTLE: TricorBraun WinePak LABEL PRINTER: MCC Labels GOLD: HEDGELINE VINEYARDS (ENTERED BY WX BRANDS, NOVATO, CALIF.) BRONZE: Murphy Goode Winery, Healdsburg, Calif. (entered by Jackson Family Wines) Before After Before After