PHANTOM

Packaging concepts

Phantom is an existing line from Bogle Vineyards that pays homage to the Bogle family phantom, oft heard laboring away in the fields or wandering the cellars. For this refresh, Bogle was looking to draw in new, young audiences with a label that violates and excites. The different concepts presented for this initial phase used bold, unconventional colors, enticing imagery, and ocasionally abstract intrigue to allude to a ghost-like presence that lures in potential consumers. The final printed design was a marriage of their existing twisted vine imagery and the screenprint concept shown here.

Client: Bogle Vineyards
Art Direction: Tony Auston
Illustration: Nancy Willis
Designed in collaboration with Auston Design Group