ELLIE PETERS | SENIOR ART DIRECTOR, DESIGNER

Double Diamond CABERNET SAUVIGNON 2016 vintage luxury sales kit

Parent brand, Schrader Cellars, tasked our team to help them debut their previously discontinued Double Diamond Cabernet Sauvignon with cooler younger brother vibes. You know, the "everyday" $80 bottle of wine compared to the $250+ per bottle (and virtually impossible to get) price tag of Schrader wines. We developed a B2B-focused brochure to assist the sales team in re-introducing this exciting new offer. I designed the brochure from concept, to mechanical file build/release, to final press checks.

A gatefold cover construction with soft touch matte black stock is interesting and engaging, revealing a bold foil pattern moment. Foils where used throughout to create a tone on tone effect and elevate the consumer perception but also for that cool factor.

The clients did not have any product photography yet to feature so I sold in a photoshoot for two final deliverable images which I art directed and retouched for final use. The product images also ended up being used on small-scale point-of-sale at retail and in the on-premise space beyond this project. 

Role: Designer, Art Director, Photo Retoucher