The Intrinsic brand was born out of the current re-urbanization trend sweeping across America. Our wine label design and visual identity sought to create a connection between the urban environment and the wine itself. But at a $20+ price point, our clients at Ste. Michelle Wine Estates wanted to be sure it balance that urban grittiness with a sense of elegance and approachability.
The (almost) full-wrap label centers around a custom, graphiti-esque illustration of a “lady in red” as seen through the eyes of a Brooklyn street artist known as Zimer. We worked closely with him on the illustration, which was ultimately rendered in paint on a 4′ x 6′ canvas before being photographed for the label work. This fantastic creative collaboration gave the design a disruptive edge and striking appeal in retail environments.