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.

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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 operate the wine from all the others on the shelf. I chose a modern san serif and put the type in different angles  to further differentiate the label. 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.