The Ordinary Fellow

A line of wine bottle labels created with a unique dynamic outer label that interacts with a highly illustrative inner label.

I did not work on the logo, graphic design or type development.

Dynamic Label System

This label is extremely unique as the outer label which houses content and information is seperate from the inner label which features the vibrant illustration specific to winery location and flavor text. The outer label is secured to the bottle with a custom hat illustration is easily removed so that you can rotate the label around exploring the scene through die cuts or remove it all together.

There are die cuts in the outer label to show hints and spots of the inner label. There are also small colored triangles at the bottom which you align per sku.

#1: Location

Each illustration reflects the location of the wineries Washington and Colorado. I did a lot of research of both these places. Growing up in Colorado I felt like I had a solid sense of place going into it. I included state plants, animals, landmarks, environment cues and reflective color schemes. I also have shared plants and smaller illustrations repeating within the two to tie them together bringing a sense of cohesion.

Illustration Considerations

#2: Easter Eggs

I was given a list of easter eggs from the client to hide within the illustration some examples being a passport, family portrait, jar of marmite, the coat of arms of England and many more. It was important to keep an intentional chaos in my pieces so that adding such items didn’t feel too random or out of place. It was a balance as well determining which would be more hidden and which could have more of a moment in the piece.

#3: Spots for Outer Label

Each outer label has SKU specific die cuts to reveal the illustrative inner label beneath. For every die cut I needed to strategically place something visually interesting such as a small spot illustration or intriguing color interaction. For one location I had to fill about 50 specific locations with something interesting so that no matter which SKU you look at there is something in each cut out circle.