Selene Packaging & Branding

Developing a brand and designing packaging for a company producing de-alcoholized wine and cheese.

Overview

Selene is a premium de-alcoholized wine brand that captures the essence of evening relaxation. Elegant and sofisticated, it delivers an artistic experience to those who cannot or do not drink alcohol. Each product of the brand features a chosen painting of sunset and is an art piece itself, a timeless keepsake.

Target audience

people in their 20-30s
people into art
people who don’t or can’t drink alcohol but like the taste or don’t want to be left out
middle to high income

Keywords

elegant
classy
expensive
artistic

Pattern Library

The pattern library within the brand's design system.

Wine Labels

The idea behind the visual identity is that a product shouldn't only offer a physical experience (taste, in this case), but also create a vibe, an atmosphere around itself. For Selene, I made a decision that each bottle should feel like a piece of art that you would proudly display on a shelf, whether at a restaurant or at home. The whole theme of the brand centered around evening relaxation, and, keeping with the elegant, upscale positioning, I designed the labels using public domain sunset paintings, clear visual hierarchy, elegant typography and intricate ornaments.

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Cheese Packaging

The brand grows and now offers a complimentary product: cheeses paired with wines. The packaging had to follow the established design system, but offer something else, something new. That "something new" came as an experimentation with form. I designed packaging that was unique and memorable. To keep the consistency and brand connection, each cheese has a set wine pairing from Selene's offerings. And to make it more apparent, each cheese uses the same designated color as its pairing, along with featuring a recommendation on the package.

The first package is a tasting set of four cheeses. It prints and assembles as a single piece, but each cheese can be pulled apart from the box individually.

The second package is an individual box for a wheel of cheese, camembert, in this case. The octagonal form is both unique and practical: it stands out from typical square or circle offerings, but is easy to print, assemle, and stack on a shelf.

Physical Product

Overall, when I was first developing the brand concept, my goal was to differentiate the brand from its competitors, which in this case meant making something elegant, sophisticated and upscale. I wanted each bottle and cheese package to stand out. "Would I give this product to my friend or family member as a gift", was the most important question in this process.