Dark Horse Wine: A Bold Redesign by Pierre Delebois

forceMAJEURE's Innovative Approach to Branding and Redesign

Inspired by the modern expression of wine from California, forceMAJEURE was tasked with rebranding Dark Horse by E&J Gallo Winery. The goal was to create a more uplifting brand story and a visual world that would appeal to new consumers. The design team focused on perceptions of quality and taste, developing a flexible design system that allows for future innovation and guides the entire brand look and feel.

The unique properties of the redesign lie in its ability to elevate the brand’s quality and premium perception. The design system developed by forceMAJEURE is flexible, allowing for future innovation to guide and inspire the entire brand look and feel. The aim was to increase competitiveness on the shelf among the varietal set through an uplifting new branding and packaging.

The realization of the design involved a complete overhaul of the label design. The labels are printed on elegant, premium paper stock in both metallic and matte finish, amplifying color, flavors, taste, the icon, and the savoir-faire that Dark Horse is celebrated for. The Dark Horse icon has a front and center placement on the label, and the navigation system of the label is simple, allowing the consumer to see in a glance what waits inside the bottle.

The design team, led by Pierre Delebois, included Melanie Brown, Senior Designer, and Steve Assandri, Production Manager. Their collective effort resulted in a design that not only amplifies the desire for the brand but also sets a new standard in wine branding and packaging.

The redesign of Dark Horse Wine is a testament to the power of innovative design in transforming a brand's image. The Silver A' Design Award is a recognition of the design's outstanding expertise and innovation, showcasing a remarkable level of excellence and introducing positive feelings, amazement, and wonder.