Pretense got its start as a self-promotion piece. It was 2007 and the economy was flattening out. Wine wasn’t moving off the shelf. New package design was not in high demand. I thought-up Pretense as a satirical gag and a cynical attempt to capture attention.
I had no idea that my long time client Carl Doumani, the owner of Stags’ Leap, Benton-Lane and Quixote would give me a call. He loved Pretense and wanted to make it a live brand for his Petite Syrah.
The label had to be a full wrap because what respectable paper bag would be anything less. To “lift” the execution we black foiled and embossed “PRETENSE.” It was die-cut to take the form of a folded down bag on a wine bottle. We wanted this package to look authentic.
The brand was later sold to another vintner.