Inhouse 78 Deep Down
Creative DirectorArch MacDonnell
Design DirectorToby Curnow
Team MembersAlexandra Turner, Dean Foster, Arch MacDonnell, Toby Curnow
ClientDeep Down Wines
Deep Down is a new, boutique Marlborough company founded with an emphasis on organic, small-batch, wild ferment, and single-vineyard wines with low or no additions. Honesty and transparency are their founding principles.
The brief was to create a label to represent these values in a new distinctive label suitable for both on-premise and shelf.
A recognisable geometric shape, an abstracted capital D occupies the entire height of the label and creates a memorable silhouette. When inverted on the back label, and aligned to the front, a distinctive longer shape, and double ‘D’ for Deep Down is created, which interacts with the curvature of the bottle itself.
This is further extended in secondary packaging and website where the repeat of positive and negative versions creates unique patterns and undulations.
The black and white geometrics are pared with a palette of pastel tones matched to different favour notes to provide varietal differentiation.