Issue link: http://winesandvines.uberflip.com/i/297564
48 W i n e s & V i n e s M AY 2 0 1 4 i Are timeless and can remain so through fluctuations in market trends. i Position the Oso Vineyard Cabernet as the flagship of the brand using design and packaging elements. "The goal was accomplished through the following design elements: i An elegant 'cigar band' look ties the wines together while allowing design elements to provide each wine with a unique personality. i Reinforced focus on the Emblem brand name, with secondary focus on the Michael Mondavi Family and an "M" at the base of the package as an anchor point to the design. i Create a unique filigree that wraps the bottle as an invitation to explore the whole package. i Oso's package filigree color balance enhances the elegance and sense of "less is more" to position it as the brand's flagship wine. i Oso was repackaged into taller shouldered, tapered glass to reinforce the positioning of the wine in the brand. emblem's new tapered bottle (right) reinforces its positioning as Michael Mondavi Family winery's flagship wine. C O V E R S T O R Y