CLOSE
Its crucial to target the younger demographic of drinkers if you want to revitalize the wine market, as they're increasingly resorting to beers and cocktails as their drink of choice. The task is to design the brand and packaging of a wine bottle in a contemporary manner. The wine packaging should be a conversation piece and stand out amongst the competition.
In celebration of the encompassing history of wine; Eterno strives to expand the market's reach by targeting the younger demographic (18-35 years old) — who will inherit the history and keep it eternal.
Wine has a unique and mystical quality to it: unlike most other beverages, it often benefits from aging. No one can craft exactly what the final outcome will be — the wine is constantly evolving. It’s a chemical process which develops its qualities, giving it a full flavor that could enhance the experience. Winemaking is an ancient practice; one which has stood the test of time.
The design of the bottle is meant to be a conversation piece. There is a strong philosophical and artistic motivation which drives the design of the bottle. This keeps the consumer emotionally invested in the product.
The art of Kintsugi served as the basis of the design, which is the Japanese art of repairing broken pottery with lacquer dusted or mixed with powdered gold, silver, or platinum. As a philosophy, it treats breakage and repair as part of the history of an object, rather than something to disguise; to embrace the flawed or imperfect. This can be seen as a rationale for keeping an object around even after it has broken and as a justification of kintsugi itself, highlighting the cracks and repairs as simply an event in the life of an object rather than allowing its service to end at the time of its damage or breakage.
The name and logo of the brand are meant to be seen in contrast with the design of the bottle. The logo implies eternity whereas the bottle is implying fragility; so there is a metaphysical statement about time, life, death, materialism and reality.
