Named after Founder Robin Lail’s father and legendary vintner John Daniel, the design for this prestigious wine needed to reflect its exceptional quality and critical acclaim.
The principal focus of the redesign was to maintain the integrity of the equity elements while elevating the label’s sense of luxury. We reduced the size of the iconic bird illustration and repositioned the label copy to create more space, evoking a sense of sophistication. We showcased the upscale, exclusive nature of the wine by debossing all the type, giving the label a letterpressed feel, like a fine invitation. A toothy paper was selected and the illustration was structurally embossed, both of which provided more textural elements to promote the wine’s elevated positioning.