Packaging Design, Print | Freelance | 2020
Project Goals
How can I create a new label design that still represents El Rancho Market, but stands out on the shelves?
Project Outcomes
A newly designed label partnered with Timbre Winery—and later other wineries.
El Rancho Market
Bringing back the Heart of the Valley.
El Rancho Market is a local grocer, offering local goods and specialty wines produced throughout the Central Coast.
Though this project initially started off as a new label for Timbre’s Reserve Chardonnay, the client loved it so much that it was implemented as the main design for their new wines. The new design truly re-envisions El Rancho’s “heart” and the dark label easily pops (and sells) off the shelves.
Process
Initial Ideation
The client provided three words to guide the first design drafts: Classic Crazy/eclectic, and Cool.
The current label had no other element of design except the text, allowing a customer to easily pass over the bottle in aisle.
Final Process
The client picked one of the more simple designs for the final label. Without the logo file provided, I improvised and improved the minimalist design by adding my own twist the “heart of the valley” logo.
Pre-existing Label Design Front
Pre-existing Label Design Front
First Draft Ideation
Final Label Design
Final Experience
Changing the varietal and vintage information on the front to a script font made the design feel more sophisticated and polished. The addition of the “logo” brought the design back to the heart of its value–and the valley, reminding the customer of El Rancho’s value and love for its community.
