Five Rows is a boutique winery located in the St. David’s Bench area of the Niagara Peninsula. The goal with the package was to position and treat the icewine as a traditional farm staple — milk, butter, eggs… and Icewine. Icewine has been traditionally marketed as a rare and highly coveted liquid to be consumed on occasion as it is insanely labour intensive to create and as such demands a high retail price.
It was decided a folded, glueless, piece of paper wrapped tight to the bottle with a produce elastic would do the trick of communicating the utilitarian nature. The bright nectar colour of the wine itself deserved no less than flint glass for full colour, which in the end also adds to the re-usable milk bottle feel of the package.
The label is essentially a carrier for winemaker notes on the production of the wine as well as origin. The initial release was digitally printed at low volume, hand cut and applied by hand with elastics similar to the remaining 1000 bottles. Much of the graphics are also hand drawn which is consistent with the Five Rows identity. The flint bottles were finished off with a hand drawn signature by Wes Lowrey the winemaker.
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