LXV Wine
Client
LXV Wine, Paso Robles, California
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Deliverables
Online Subscription Box Packaging
Branding Evolution
Promotional Commercial
Print Advertising
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Goals
Recreate the LXV Tasting Experience at Home
Educate the Consumer on Wine & Spices
Appeal to LXV's Target Market
Represent the LXV Brand
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Group Members
Erica Taylor Team Lead, Ideation, Graphic Designer, Videographer, Photo Editor
Sara Holm Ideation, Graphic Designer, Photographer
Madi Krasny Ideation, Graphic Designer
My Roles
Created Mood Board, Researched Target Market, Designed Spice Tin Label, Filmed and Edited Commercial, Led Communication with LXV's Owner, Edited Product Photography, and Created Magazine Mockups.
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About LXV
LXV Wine, a winery located on the Central Coast of California, was created ten years ago by Neeta Mittal and her husband. LXV is a popular stop for tasting tours around California. They pride themselves in using premium grapes from the local Paso Robles area, and offering a tasting room with an inviting and luxurious nature.
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Neeta tasked our Cal Poly packaging class with designing her new online subscription box, which would allow clientele to order 3 wines and have a tasting experience in their own home.
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Additionally, Neeta recognized LXV did not have branding guidelines, which allowed our group flexibility to establish our own.
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Research
Components
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Visit to the vineyards & LXV Tasting Room
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Research target market
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Creation of mood board
Aerial view of the vineyard in Paso Robles.
The Tasting Room
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​Throughout this project, the LXV Tasting Room served as inspiration for our designs. Neeta has created a taste of Mumbai with the colors and atmosphere in the room. We wanted to reflect the tasting room aesthetic throughout our project components.
Mood Board created using color inspiration from the LXV Tasting Room.
Branding
When starting this project, our group recognized that the LXV color pallet did not match the colorful tasting room we visited. The original website, wine labels, and branding were black and shades of gray, which were elegant but seemingly out of place.
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Thus, after visiting the winery, our group refined colors exhibited in the tasting room. We wanted to create a comforting, rustic feel, as well as a sense of luxury and adventure with our colors and typeface choices.
Typography
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Our group chose a modern font because we believed it aided in creating a high-class and elegant mood for our printed products.
Packaging
Neeta provided us with three pre-labeled wine bottles and a box she had already ordered. With the inability to change the box dieline or wine label design, our team adapted, knowing we had to add color and texture in other ways.
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We also had to incorporate three spices into the packaging as well, and brainstormed ways to bring the 'LXV Experience' home to clientele.
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Fabric inlay to create luxurious feel
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Blue image of the tasting room wallpaper
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Spice tins with ingredient labels
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Tasting Guide and Recipe Booklet
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Cheese display and tasting board
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Introductory card explaining box elements ​​​​​​​
Box Elements
Spice Tins & Stickers
Container
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Neeta planned to include spice packets that would pair with each of the three wines. These spice blends, inspired by her time in Mumbai, allow purchasers to indulge in LXV's signature wine and spice tasting experience.
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The spices were originally packaged in small jewelry bags with cards that listed the ingredients and spice name. For a similar price, our group discovered tins that could hold the spices and appear more modern.
Original Spice Packaging
New Spice Tin
Design
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I began sketching sticker ideas for the tins while we were still solidifying LXV branding. Seeing possible color schemes and designs on these tin labels made it easier for our team to finalize the color scheme.
Cheese Board
Concept
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To create the perfect spice tasting, our group wanted to create a cheese board to hold cheese cubes and the spice tins.
This cheese board would be made with laminated SBS paperboard, making it food safe. Circular die cuts allow each spice tin to fit snugly. This board folds to fit in a compartment next to the wine bottles.
Introductory Card
Concept
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This paper card is an essential part of the unboxing experience. Customers instantly can read a list of components within the box and access information about LXV Wine. This card also includes a QR code linking to the LXV commercial.
Tasting Guide & Recipe Booklet
Concept
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To elevate the tasting experience, our group also consulted Neeta for tasting notes and special recipes for food that pair well with each wine.
Using these recipes, we designed a recipe card booklet that clients can keep and reuse.
Product Photography
Promotional Materials
To promote LXV Wine, we created additional supporting promotional materials, including a video commercial and print magazine ad.
Commercial
Concept
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Our team was the only team to reach out to Neeta to visit the tasting room and the vineyard. Thus, I saw this as an incredible opportunity to film the beauty of the tasting room, fly my drone over the gorgeous vineyards, and incorporate the footage into a stunning advertisement.
Magazine Ad
Concept
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We also knew that LXV would be a great candidate for half spread ads in magazines, specifically wine, beauty or fashion magazines. We created an ad that was minimalistic but beautiful, showcasing the vineyard and a bottle of wine.
