PAUL
CATALANO

The brief was to redo the label for the Chateau Ste Michelle winery from a very traditional, old-fashioned brand and update it to
a more modern feel.

​

We had the freedom to do it any way we wished. So to start, I made the label very non-traditional
and agreed it to differentiate the wine from all the others on the shelf. I chose a modern san serif to update the label and put the type at angles to further differentiate the label from other wine bottles. As you can see (especially in the second photo, the bottle is easy-to-read and nice-looking, but is unlike other more traditional brands of wine.