Regina Weinstein, Honig’s Director of Marketing, knew what she wanted. The project began as a “design refresh” but ended-up with an entirely new look. Honig’s standing design was strong but a little too abstract. Regina’s objective was to add visuals that were linked directly to Honig’s winery in Rutherford. We were also looking for more brand continuity.
I suggested abandoning a vague vineyard illustration on the standing package. We commissioned artist Tom Hennessey to capture the property from above, showing the vineyard in the middle of Rutherford with Mt. St. Helena in the background. I asked Tom to do two versions; one in black line work for the Cabernet Sauvignon label and another color version for Sauvignon Blanc.
I also suggested moving Honig’s handsome logo to the front label. It brought the bee front and center which added visual interest and graphically linked all the wines in their portfolio. All the bee needed was a foil and embossing treatment to make it the star.
Three reserve wines were also redesigned as silk-screen applications showing the Honig icon.