ADC Awards
ADC Annual Awards is the oldest continuously running industry award show in the world, with an incredible legacy of over 100 years. These awards celebrate the very best in advertising, digital media, graphic and publication design, packaging and product design, motion, experiential and spatial design, photography, illustration and fashion design – all with a focus on artistry and craftsmanship.
Category
Beverage - Single
Annual ID
ADC103_PKG023M
About the Work
Low alcohol drinks are on the rise, driven by a growing consumer desire to balance healthier lifestyles with moments of pleasure and indulgence. Until now, low alcohol wine has failed to keep up with this consumer shift. The category is dominated by low cost wines that tick the better-for-you box with ‘diet’ design cues and calorie messaging, but fail to drive desire.
The Prisoner Wine Company saw an opportunity to elevate perceptions of the low alcohol wine category. Our brief was to design a low alcohol white wine that offers a full luxury experience without compromise, and delivers the dark edge and intrigue the brand is known for.
The wine name Divulge means to ‘reveal’ and informs the entire design of this luxurious white wine that’s more than it seems. At first you see a lie detector test on the label, its needle sketching out an erratic line in silver ink, but look from a different perspective and the name of the wine is divulged. This design mirrors the consumer experience of discovering that this low alcohol wine has all the taste benefits and credibility of a luxury one.
The visual metaphor of the polygraph achieves a dark grittiness that’s on brand for The Prisoner Wine Company. Debossed stock mimics polygraph paper and adds tactility. Typography printed in silver foil as an elegant extension from the polygraph needle elevates the pack’s luxury feel and drives fresh, light white wine taste appeal. An exposed cork reinforces a sense of reveal. The design builds on the name with on-pack messaging—the call to action “Care to Divulge?” drives consumers to a survey to review the product via a QR code. Product benefits come to life in a play on words: “Full flavour revealed at 8% alc / vol.”
The Prisoner Wine Company saw an opportunity to elevate perceptions of the low alcohol wine category. Our brief was to design a low alcohol white wine that offers a full luxury experience without compromise, and delivers the dark edge and intrigue the brand is known for.
The wine name Divulge means to ‘reveal’ and informs the entire design of this luxurious white wine that’s more than it seems. At first you see a lie detector test on the label, its needle sketching out an erratic line in silver ink, but look from a different perspective and the name of the wine is divulged. This design mirrors the consumer experience of discovering that this low alcohol wine has all the taste benefits and credibility of a luxury one.
The visual metaphor of the polygraph achieves a dark grittiness that’s on brand for The Prisoner Wine Company. Debossed stock mimics polygraph paper and adds tactility. Typography printed in silver foil as an elegant extension from the polygraph needle elevates the pack’s luxury feel and drives fresh, light white wine taste appeal. An exposed cork reinforces a sense of reveal. The design builds on the name with on-pack messaging—the call to action “Care to Divulge?” drives consumers to a survey to review the product via a QR code. Product benefits come to life in a play on words: “Full flavour revealed at 8% alc / vol.”
2024 Awards
Total Points: 3
Merit Honor
Credits
Agency
Co-Partnership / Sydney
Creative Director
Max Harkness
Designer
Nick Cross
Executive Creative Director
Zoe Green
Motion Designer
Ed Graves
Strategist
Dani Wales
El Kilmartin
Creative Artworker
Ed Graves
Printer
MCC Napa
Senior Account Director
Shelly Connolly
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