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.