E. The Pundit: As part of Tenet Wines inaugural release, Chateau Ste. Michelle wanted a label that would defy traditional wine label design and stand out in a crowded category. We were happy to oblige. The owl is a representation of “pundit”—that all-seeing, all-knowing authority, in this case on the topic of Syrah. The label takes on a life of its own through the use of pearlescent foil, sculpted emboss, spot varnish and a unique die cut shape. The positioning we crafted sums up the story for adventurous drinkers:
“See Syrah through our eyes. Discover a wine that defies conventional wisdom, announcing to the world that it’s time to take flight on the winds of change, leave old notions behind, and experience something truly revolutionary.”
