Isabel Estate Aratoro
Luxury expressed through silence, detail and restraint.
Aratoro is Isabel Estate's foray into the luxury wine market, encapsulating the essence of one of Marlborough's original vineyards. With a super premium price point and only limited release available each vintage, this premium range represents the pinnacle of the Estate's winemaking journey, offering a sophisticated blend of tradition, innovation, and meticulous craftsmanship. Named Aratoro, meaning 'path to discovery', the wine is crafted from 30+ year vines, emphasising Isabel Estate's commitment to quality and terroir.
The brief was to create a luxury wine tier that enhances Isabel Estate's brand awareness and cements its position in the premium market. The challenge lay in balancing the rich heritage of the vineyard with the need for a modern and distinctive identity that could stand out in a competitive landscape. Our objectives were to communicate the wine's premium quality cues, while ensuring the range's design and storytelling reflected its boutique nature and luxury positioning.
The creative solution was a label design that intricately showcases the native flora, fauna, and river surrounding Isabel Estate, emphasising the wine's single estate origin. A brave approach that strips off all branding and supporting messaging and instead features the brand’s winery home treated in embossed gold foil and surrounded by an intricate blind embossed illustration. The approach creates intrigue and a desire to “lean in” to discover more. A long wrap label splits the mandatory information from the brand information. The result is a strong shelf presence that draws consumers into Isabel Estate's world, driving premium perception and distinctiveness from competitors.
