Pretense By Quixote Winery - Jim Moon Designs
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Pretense By Quixote Winery

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.

Project Highlights
  • Designed as a Jim Moon Designs promotion piece
  • Brand acquired by Quixote Winery
  • Production management for all package elements
Branding Graphic Design, Branding Identity Design, Package, Print Graphic Design, Wine Label Design, Wine Label Package Design