Gemstone came to us for a re-branding. The ownership had changed and they wanted to make the wine their own. The name itself was great, despite the fact that it no longer had the same meaning (the former owner was in the precious stone business). The problem was the packaging. There was so much wrong about it…

The old bottle was too tall for most wine racks. It didn’t fit standard shippers. And its elongated shape was more common to olive oil than wine. The artwork was also problematic. The monogrammed ‘G’ assumed the brand name but didn’t communicate it. The illuminated initial (in the vein of manuscripts from the Middle Ages) was a ham-fisted attempt at classicism. The grape art inside ‘G’ was too subtle to be legible. And the diamond-shape lacked dimension. It felt like clip-art.

Our job wasn’t just to fix all that, it was to build more interest into the mark, both visually and in terms of the brand story. Swig came up with a “wireframe” gem to represent not just precious stones but also the preposterous amount of technical resources that the winery puts into making Cabernet.

“Before” and “after.”
“Before” and “after.”