• Hunting Trail – Intense & Wild

    Creative Agency: Pond Design
    Senior Client Director: Fredrik Svalstedt
    Senior Designers: Cecilia Bjare, Martin Ask
    Production Manager: Niclas Hemlin
    Final Art: Anki MacPherson
    Project Type: Produced, Commercial Work
    Client: Spring Wine & Spirits AB
    Location: Stockholm, Sweden
    Packaging Contents: Wine
    Packaging Materials: Glass

    Spring Wine & Spirits, one of the largest wine & spirit company in Sweden, made a strategic decision to invest in their private brand. Pond Design was asked to develop a new wine concept for red wine. The target group that was previously identified (hunters) needed to be explored and verified. Targeting the huge hunters’ community, the concept we developed had hunting cues that are only understood and cherished by the hunting tribe. The Red Deer and the woods became the focal points of the design; the deer being the finest animal in the Nordic forest and most desired trophy. The name reflected the way the hunter follows the animals’ trail. We used an orange colour to highlight design details as a tribute to commonly found orange details in hunting clothes. We also developed a box with visual cues from the hunters’ world.

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