Redesigning a Wine with a Purpose. Chateau La Paws™ is an easy drinking California Wine that combines the company's love of dogs with delightful wines. The mission of the brand is to have wine lovers join in the support of dogs in need, helping them find permanent chateaus of their own. Through a national partnership, Chateau La Paws™ proudly supports the North Shore Animal League America (NSALA), the world’s largest no-kill animal rescue shelter and adoption organization. Since it’s inception in 1944, NSALA has placed over 1MM animals in happy homes.
Awareness of this cause was raised via the branding and packaging design. NSALA shelter dogs were photographed to create the artwork for the labels, and displayed as the heroic element. Careful art direction of the photography was crucial to the balanced composition of the labels. Supportive identity elements were designed with a playful fusion of classical heraldry and simple iconography intended to telegraph the brand purpose and provide premium wine credentials.
Launched February 2015. Designed for Diageo Chateau & Estate Wines