Project Snapshot

Role: Brand & Packaging Designer
Focus: Luxury Brand Positioning, Semiotics, Visual Identity Systems
Scope: Competitive Research, Semiotic Analysis, Brand Strategy, Packaging Design, Art Direction
Category: Premium Wine Branding / FMCG / Luxury Packaging

PLUME reimagines Pinot Noir through a lens of refined minimalism and symbolic storytelling.

Positioned within the premium wine category, the project explores how visual codes — typography, structure, material finishes, and restraint — signal heritage, craftsmanship, and trust at shelf level.

Rather than disrupting category expectations, the strategy aligns intentionally with established luxury cues while introducing a contemporary elegance that feels both elevated and modern.

A limited release wine brand expressing lightness and movement through material-led design.

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The Problem

How can a premium wine communicate scarcity and refinement without relying on traditional vineyard iconography?

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Concept Development

Early explorations referenced literal botanical symbols. The final direction moved toward abstraction, expressing the idea of a plume through airflow and trace rather than illustration.

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Visual Strategy

Airflow Motif

A blind-embossed airflow form represents movement and lightness — a physical trace pressed into textured stock.

Typography

Inter was used for clarity and modern restraint, contrasting with the organic motion of the embossed element.

Vertical Information Panel

Inspired by editorial margins, the right-aligned column introduces hierarchy and authority while balancing the composition.

Signature

A restrained signature adds authorship without overpowering the system.

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Material & Production

• Premium textured stock
• Gold foil stamping
• Blind emboss
• Small-batch positioning

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Outcome

The final identity expresses lightness through material rather than illustration, positioning PLUME as a limited, single-parcel Pinot Noir defined by restraint and precision.