Denomination Designs Are A Metaphor For Inclusivity
Drinks design specialist Denomination has created an evocative package for the latest wine varietal from House of Brown, the new second label from Brown Estate, described as Napa Valley’s first Black-owned estate winery. The design for the new Red Blend challenges traditional preoccupations with formality and exclusivity by embedding on the bottle a richly layered homage to the brand’s Come one, come all ethos.
Says Margaret Nolan, Creative Director, Denomination: “We were asked to instigate a House of Brown ‘movement’ by designing distinct, stand-out packaging that evokes a sense of belonging. These are values that consumers are finding increasingly important. People care what their drinks choices say about them, and picking a House of Brown bottle to share with family and friends needed to communicate a modern perspective on society – welcoming, accepting, contemporary – as well as a discerning palate and appreciation of great quality.”
To achieve this, the label takes sections of images of people of different genders and ethnicities, using collage to form a universal whole. The profile is surrounded by beautiful imagery to signify the flavor notes that you can expect to detect in a particular wine. And the capsule amplifies the brand story with the word ‘welcome.’ Deneen Brown, President of Brown Estate, says “This stunning and innovative packaging is a powerful platform for growing House of Brown’s audience, and the ‘human x nature’ collages embody an expansive brand identity that knows no bounds.”
