Lazy Days is a new private label brand that make great wines in Western Australia.
Seeing as Lazy Days is an easy drinking wine from WA which is a great place for a laid back holiday, we decided to base the whole idea of their brand around encapsulating this feeling and with a name like Lazy Days it was a perfect match.
When designing the label for the wine, we placed ourselves in the customer's shoes and devised imagery of where they would escape to for a few lazy days. The idea is that you can pick up a bottle of Lazy Days and just escape your current reality for a while to a cruisier place for a little break.
Based on a postcard theme, Percept selected images of sun chairs and hammocks hanging from palms to illustrate a vision of where people would choose to escape to, to get away from the current hectic lives.
A naturally weathered and vintage look and feel was also applied to exentuate the relaxed theme.
The branding device is inspired by a postage mark and the modern looking split label features edges which accent stamps.
The theme is continued onto the back label which is written on like a postcard from an old friend which covers tasting notes and other back label information which are laid out in a more matter of fact fashion on most traditional wine label designs. This private wine label design was intended to be non-traditional, for the modern wine drinker who enjoys a few of lazy ones over a long weekend in the sun (even if they are on the lounge at home on a rainy Wednesday after a busy day at work!).
When it came to the outer carton packaging design for the wine, Percept carried on the postage theme and went with a brown box just like a typical package that had simple two colour printing with the brand mark and varietal in a post mark design style.