Picton Bay Estates Winery (Student Project)

Designer: Jordan Jackson
Project Type: Student Project
School: Humber College
Course: Graphic Design
Tutor: Dawn Lambert
Location: Toronto, Canada
Packaging Contents: Wine
Packaging Substrate / Materials: Paper
Printing Process: Digital Printing, Foil Stamping

As part of our Design 3 class at Humber College, we were tasked with creating an entire brand for a new winery of our choosing. This project included naming, strategy, identity design, signage, wine packaging, advertising, and a website.

Naming/Strategy
When selecting a name and location for my winery, I wanted to create something that was actually meaningful to me. This way I would have a much easier time creating a story and brand narrative. If I was passionate about the project, this would translate much easier into the work that I created. I chose Picton Bay Estates, set in Prince Edward County, Ontario because I have a lot of fond memories in this area, and it brings many positive benefits to the table. With a thriving wine industry, a growing sense of community, and a deep heritage, I knew it would be the perfect setting for my winery.

Branding
To go along with my strategy, I needed a logo that would speak to the heritage of the county but still offer a contemporary flair to appeal to a younger demographic. I landed on the solution of a monogram. Versatile in its application, I also created a custom serif typeface and paired it with a modern sans-serif to get the look I was going for. The logo can be used in any of the three variations when necessary. The introduction of a dotted pattern also comes into play and works as a unifying textural element across multiple touchpoints.

Packaging
We were required to create a family of three wines that fell under an overarching theme. To go along with my strategy of celebrating heritage, I created the County Heritage Edition. On the back of each bottle, the customer discovers a unique story of how the photo subject connects to the county and the winery. This further involves the customer in the brand history in order to produce loyal customers.

What’s Unique?
The use of large-scale photography on the back label is something that is quite shocking amongst other typically reserved wine label designs. This combined with a gold foil stamping and raised-ink treatment on the front of the bottle offer a unique and distinct look to the piece.