To create a limited release, premium brand in honour of the former company CEO—the Matriarch.
The brand mark and packaging livery needed to have an understated elegance and simplicity with an overarching strength.
The brand mark is woven into the ‘M’ symbol and elevated off the label through the combined finishes of embossing, high-build varnish and foiling. The remaining design elements are embossed and foiled, sitting on a sumptuous velvety black achieved by a double pass of black printed on an uncoated stock. The capsule label is a simple cross style band die-cut, embossed and foiled. The product is presented in a raw wooden box with the brand mark simply screen printed on the lid and front panels.
Both the front and back labels are tapered to seamlessly fit the bottle profile, maximising the natural elegance of its shape. The front label is 100mm wide by 145mm high, the back label is 68mm wide by 135mm high. Applying such a large label with critical neck label alignment made this job quite challenging but the result was impeccable.
From concept through to production took 5 months. The brand was released in February 2013.