For the mid-range design, I wanted something more modern and fun, so I challenged myself to use a fish illustration since I don’t see fish often on wine labels. It gave me the chance to do something a little different while still keeping the design clean and approachable.
For this project, I set out to design a series of three wine labels that each targeted a different market level: low-end, mid-range, and high-end. To start, I went to local stores to study existing labels and noticed clear differences between tiers. The lower-end bottles often leaned into humor, with playful names and bold illustrations. Mid-range labels had a more contemporary look, keeping things simple, clean, and easy to follow. The higher-end wines usually featured vineyard sketches and classic typefaces like serif or cursive, giving them a more traditional and refined feel.
Using this research as a guide, I brainstormed names and concepts for my three designs. For the high-end label, I wanted something simple but striking. With Halloween around the corner, I landed on the name The 9th Life and illustrated a black cat whose tail curled into the shape of the number nine.
For the low-end bottle, I leaned into humor and created a goofy goose illustration. The playful, lighthearted style made it feel casual and easygoing, which fits the lower price point. Altogether, the three labels show how the tone, style, and level of detail can shift depending on the intended audience, while still letting me explore different creative directions.
Other Works
PURR
SHUANG
Save The Marines