Gatto Design and King Estate Winery Win Best Package Redesign

We are pleased to announce that Gatto Design & King Estate Winery received 1st place in WBM Pack’s 2020 Design Awards for Best Package Redesign.

We worked closely with the winery’s team to evolve the "Tower Club" tier; the winery’s DTC channel of 34 SKUs ranging from $30-$85. The previous label design was confusing to read, did not offer any distinction between wines, and felt a bit dated. A new label system was needed that improved legibility across the portfolio and represented the wine quality and price point.

With the advantage of the winery’s new labeling equipment, Gatto Design created a custom bottle mold, necker, and signature label shape inspired by the iconic tower on the estate. Unnecessary decoration and small typography were replaced with a type hierarchy convention that highlights each vineyard and clearly identifies the wine designations. A "cream" and "black" color scheme was created to add distinction between the red and white varietals. This more distinguished system was implemented and extended to stationary, shippers, and newsletters.

We’d like to extend a big thank you to Wine Business Monthly for the honor, MCC label Napa for the expert printing and to King Estate for choosing to work with us!

From the entry:

King Estate, Domaine Pinot Gris $30

In 2018, King Estate completely redesigned the Domaine packaging with Gatto [Design] and added a custom glass mold (cartouche). The goal was to create the ultimate luxury look and a clearer presentation of our Biodynamic certification. In 2019, King Estate installed a custom, rotary labeler built by CAVAGNINO & GATTI. The new labeler not only allows for cartouche spotting, it also places a u-strip label on the front of the capsule, that is spotted and rotated by a sensor.

COMMENTS FROM THE JUDGES: "This redesign was so successful that, whatever they spent on upgraded packaging components, they are sure to get a large ROI."

"Bravo!"