BRIEF:

To design a wine label for a new wine brand called Tail Feather.

BACKGROUND:

Fresh Designs were approached to design a label for a wine that needed to be 'fun, funky and playful' as well as 'bold and eye-catching'. Tail Feather, the brand name the client had conceived, was inspired by the Ray Charles song "Shake Your Tail Feather". The wines to be sold under this brand name will be fruit driven, uncomplicated, approachable and easy drinking, with woman being the target market.

The client wanted an abstract depiction of a bird on the label, with the focus being on the tail feather. This was a brief that called for a bit of fun!

The concept draws on the playful, fun times birds have when they are taking a bath. Instead of water the bird is shaking off its tail, it is the colour of the wine in the bottle. The illustration is playful and eye catching. A fantail was chosen as it is one of the most recognisable native birds of New Zealand. It is known for it's friendly call and playful antics and best of it all it does a great job of 'shaking its tail feathers'. 

Each varietal will have the bird depicted in it's corresponding colour. The labels are going to be digitally printed on a foil paper with the metallic effect shining through on the bird and it's splatters. Colouful capsules will complete the look that is sure to grab attention on any supermarket shelf!