2020 Winner

CASE SUMMARY

Ratings, reviews, price and even varietal tell most people what to think about a wine, long before they’ve had a chance to try it for themselves. But 13th Street Winery wanted to change that. So it worked with Lg2 to become the very first wine specifically designed to reveal what a person is drinking only after they’re done drinking it. The agency designed a two-layered die cut label with typography that revealed the wine varietal once the bottle was empty and light passed through the glass. By using the bottle as the medium, 13th Street Winery was able to eliminate every opinion except the one that truly matters — that of the person drinking its wine.

Credits

Executive Creative Directors:
Chris Hirsch, Nellie Kim
VP Creative Director, Design:
Ryan Crouchman
Agency Producer: Sarah McLellan
Production Company: The Gas Company
Account Team: Luke Whitty