One Design 49 State of Light
Design DirectorsCasey King, Rachel Doughty
Team MembersBriar Mark, Emmarose Cowie, Coco Campbell
In the wake of a tumultuous 2020, consumers are now more than ever shifting towards mindful drinking and considered consumption of alcohol. To meet the needs of this growing market we were briefed to create a new lighter alcohol wine brand that would provide a healthier alternative to full-strength wine, without sacrificing taste. From this premise State of Light was born.
Naming was an essential part of positioning the brand within the light alcohol category. It was critical that the naming reflect both the lower alcohol nature of the wine and encapsulate its positioning as a wine that allows you to indulge in your drink of choice guilt free. ‘State of Light’ speaks to the lighter nature of the wine, as well as the intangible lightness within created by being present in the moment, and being able to enjoy drinks with friends - without the hangover.
Low alcohol wines tend to be more subtle in taste, and generally have a visual minimalism to accentuate the idea of lightness. A point of difference for State of Light is it’s uncompromising fullness of flavour, despite the subtraction of alcohol and as a result we felt the packaging called for rich imagery articulating it’s bold, refreshing flavour profile. This led us to imagery of the natural world. We sought out lush vintage botanical imagery that plays with the idea of light and darkness to allude to the depth and complexity of the wine.
A central bar alluding to the subtraction of alcohol, houses the wines vintage and appellation, allowing the imagery to wrap around the bottle. This minimal linear approach allows the information to be clearly communicated while heroing the organic natural imagery.
When it came to bringing the brand to life, the use of the arched window graphic became a useful device for housing photography or wrapping text around, playing with the concept of illumination and bringing the outside world in.