New Packaging for Extremely Rare Special Fortified Wine

New Packaging for Extremely Rare Special Fortified Wine / World Brand & Packaging Design Society

 Voice - d'Arenberg Daddy Long Legs Extremely Rare NV

"The Daddy Long Legs is an extremely rare and special fortified wine, making it one of Australia’s most expensive fortifieds. Its production is limited to the contents of only two remaining barrels set aside for over 40 years, making its quantity limited and its quality exceptional.

The barrel shed that houses the wine is inhabited by hundreds of ‘Daddy Long Leg’ spiders who have kept a watchful eye over these barrels for decades. The major design challenge was to develop a package that would reflect the product’s namesake whilst creating a premium impression, without gimmick. The packaging had to convey the unique and limited nature of the product and its accompanying premium price point. Due to the very finite quantity of the wine, the decision was made to use 100mL bottles. This added the further challenge of ensuring such a physically small bottle would make a grand impression, worthy of its price tag. 

Sold only at cellar door and aimed exclusively at high-budget consumers, it was decided to present the bottle suspended in a custom-fabricated stand. This imposing eight-legged structure coupled with the small, dome-shaped bottle creates a sculptural spider, inspired by the Daddy Long Legs’ uniquely-shaped limbs. The interaction between bottle and stand fortunately coincided with the 16 character name, resulting in 360° bottle-printed typography, aligning precisely between each leg. The shape of the stand further led to a uniquely octagonal box adorned with silver foil spider web, reminiscent of the remaining web-covered barrels."

New Packaging for Extremely Rare Special Fortified Wine / World Brand & Packaging Design Society
New Packaging for Extremely Rare Special Fortified Wine / World Brand & Packaging Design Society
New Packaging for Extremely Rare Special Fortified Wine / World Brand & Packaging Design Society
New Packaging for Extremely Rare Special Fortified Wine / World Brand & Packaging Design Society
New Packaging for Extremely Rare Special Fortified Wine / World Brand & Packaging Design Society
New Packaging for Extremely Rare Special Fortified Wine / World Brand & Packaging Design Society
New Packaging for Extremely Rare Special Fortified Wine / World Brand & Packaging Design Society
New Packaging for Extremely Rare Special Fortified Wine / World Brand & Packaging Design Society

Design Agency: Voice
Brand / Project Name: d'Arenberg Daddy Long Legs Extremely Rare NV
Project Type: Consumer Brand Redesign
Design Deliverables: Consumer Structural Packaging Design
Location: Australia
Market Country: Australia
Market Region: Multiple Regions
Project Type: Agency Commercial / Published
Project Category: Wine
Consumer Packaging Format: Bottle, Box
Substrate / Material: Glass, Metal, Pulp Paper