Type cast: Winery rebranding speaks volumes

New Zealand – Auckland-based InHouse has redesigned the packaging for boutique winery &Co.

The winery produces one type of wine for each season, focusing on locality and ethics – the grapes from &Co’s hillside estate in Hawke’s Bay are farmed organically. Design team InHouse has adopted a similarly uncomplicated approach with a typographically driven brand identity.

‘We’ve made a feature of the type, letting it ‘speak’ to the customer.’ The language used on the packaging is punchy, highlighting key words. The result is compact communication packed with information, from quoting the winemaker to detailing the number of cases made, to the date when the wine was harvested and bottled to the cellaring potential.

Emma Hayes from InHouse tells LS:N Global: ‘&Co reminds us not to overcomplicate wine or be intimidated by it. It’s a simple, everyday beverage – fermented grape juice – that has been produced by farmers worldwide for at least 8,000 years.’

The typographic mix of serif, slab and light hints of sans serif is carefully arranged and adds character to the minimal black and white palette. Typefaces used include Bauer Bodoni, Gill Sans, Braggadocio, Black Slabbath and Century Schoolbook.

LS:N Global has previously explored this No-Frills language in our Packaging Futures report.