Rapid Prototyping helps launch luxury rebrand King Estate Winery | MCC Napa, California, USA There’s no denying that bubbles evoke celebration and luxury. King Estate Wines in Oregon’s Willamette Valley utilized MCC’s Rapid Prototyping capabilities to deliver a label worthy of the most special of celebrations.
After taking a several year hiatus from sparkling wine production, in 2016, King Estate Wines was ready to once again produce their prized bubbly. The former packaging didn’t adequately capture the quality and distinction of what was inside the bottle though, so they decided to embark on a redesign. Utilizing MCC’s Rapid Prototyping capabilities, King Estate was able to see a near-identical proof to ensure their vision was going to come to life. Since 1991, King Estate Winery in Eugene, Oregon has been family run and operated. With over 1,000 acres at the tip of the famed Willamette Valley winegrowing region, the winery is known for its Pinot Noir, Pinot Gris, and sparkling wine, all typical of the region. In 2016, after not releasing a sparkling wine for eight years, the team at King Estate knew they wanted to re-release the wine with stunning packaging, worthy of the amazing wine inside. Using in-house designer Taylor King, King Estate did an entire rebrand of all their high-end labels. The goal
“
for the sparkling label was to capture the essence of a vintage champagne, worthy of being on the shelf next to the world’s best. The design leveraged multiple premium embellishments to achieve this look – textured paper, two different foils, a background texture, and multiple embossed elements. Departing so drastically from the previous packaging was risky, and the team wanted to ensure that the new design was readable and not too busy. Using Rapid Prototyping, King Estate was able to receive a proof with all the embellishments, nearly identical to what the finished label would look like. After seeing the satin varnish that came on the Rapid Prototyping proof, they modified their original design to match, loving the subtle look. With the help of the proof, they successfully moved forward, knowing they had achieved their goal of capturing a luxurious and sophisticated new look.
Looking at a label on the computer screen is flat, it doesn’t come to life. Using Rapid Prototyping allowed us to put the proof on an actual bottle and show the executive team our vision. It was a game changer, such an awesome tool! We’ll definitely consider using it any time we do a new brand. It’s well worth the investment.” Ryan Johnson, Director of Marketing, King Estate Winery
6
