Authenticity is a huge trend in the world of packaging. Capturing the provenance of a product on the graphics is key to drive loyalty by creating a sense of community – of belonging.
When designing the labels for Kaikoura Sounds- a New Zealand Sauvignon Blanc from the Marlborough region- agency Voice design took inspiration from the Maori tradition of tā moko. These face and body markings become almost textural in their complexity until a more accurate review reveals the image of the iconic whale, a hallmark of the Kaikoura region.
Anthony Deleo, at Voice design- says: ”The Illustration intends to resonate closely with its namesake’s oceanside township—renowned for music, food, marine life and a ruggedly beautiful coastline. In doing so, the illustration and its story aim to create a strong sense of genuine origin and ‘place’, steering away from the often fictitious and intangible nature of virtual wine brands.”
