Family collaboration results in lifelike label

Business at Oregon’s King Estate Winery is truly a family affair. After years on the sales side of the business, third-generation family member, Justin King, wanted to leave his mark on the winemaking side as well. Taking grapes from just seven of the oldest rows on the property, the 7 Rows project was born.

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From start to finish, Justin lovingly handcrafts the wine each year. He tends the vines, and even harvest the grapes himself with his family. When it came time to put the first vintage into the bottle, Justin knew the label needed to reflect the treasure inside. For this, he turned to his brother, Taylor King, graphic designer for the family’s brand. 

Justin’s idea for the label was elegant in its simplicity – he wanted the label to be a replication of the row tag, the marker in the vineyard that denoted these cherished seven vines. Taylor’s design captured the concept perfectly, creating a realistic replication of the tag. The challenge was then presented to the MCC team to execute the vision.

The final label was printed on a Killer White stock and a background texture was added to mimic the texture of an actual row tag. The screw was cleverly designed by using silver foil and overprinting inks in order to capture a realistic, slightly rusty appearance. A stepped emboss was then added around the screw to add realistic dimension. Finally, the tag number was debossed to seamlessly evoking the sense of place and quality this wine deserves.

In the end, the Kings couldn’t be happier, and the public seems to agree. 7 Rows Pinot was rated 95 points by Wine Enthusiast, and also captured Best in Show honors in the 2020 Pack Design Awards, one of North America’s top packaging design competitions.

MCC really helped us nail this design. What we were most concerned with was the screw and getting it to look realistic. Their team was so knowledgeable…it was good instantly. We didn’t even have to do any edits to it.

Ryan Johnson | Director of Marketing, King Estate Winery