A close-up of a bottle of The Crossings Sauvignon Blanc wine from Marlborough, New Zealand, with a matching wine glass in the background, both labels showing blue with white and gold text.

A Sauv Blanc Design Standout

We partnered with Deutsch Family Wine & Spirits to refresh The Crossings brand and grow off-premise sales..

Capabilities

PORTFOLIO ARCHITECTURE

DESIGN STRATEGY

PACKAGE DESIGN

A teal water background with the text 'The Crossings' and a small sailboat icon.
A bottle of The Crossings Light Wave Sauvignon Blanc wine from New Zealand lying on a textured surface with two glasses of white wine, a gold bottle cap, and a striped fabric napkin nearby.

Challenge

Deutsch Family Wine & Spirits is the U.S. sales and marketing arm for The Crossings, a premium New Zealand wine brand with strong ambitions for growth. The brand has historically performed well in the on premise channel, but was hit hard by COVID related closures and declines in on-premise sales. With competition intensifying in the New Zealand wine category, The Crossings needed a way to stand out at retail. The challenge was to create a breakthrough label for its Sauvignon Blanc, which accounts for 99% of the brand’s volume, and give consumers a reason to choose The Crossings over more heavily advertised competitors.

Action Taken

DuPuis partnered with The Crossings and its research teams to develop a standout label, validated by consumers, that connects the brand to its roots in the riverside vineyards of Marlborough’s Awatere Valley. We began by developing several initial label concepts inspired by the idea of crossing over to the purest expression of New Zealand.

Through an iterative design process, guided by both qualitative and quantitative consumer research, we refined the concept into a distinctive visual identity. The final Sauvignon Blanc label features a rich teal gradient that conveys freshness and flavor, while the elegant script logo and gold foiled sailboat pay tribute to the winery’s river heritage and premium craftsmanship.

Results

The redesigned Sauvignon Blanc debuted with the 2021 vintage and has since become the flagship identity for The Crossings, expanding into additional varietals, including Light Wave Sauvignon Blanc. The design won GDUSA 2023 award.

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