In the wake of a tumultuous 2020, with consumers shifting towards considered consumption of alcohol, we were briefed to create a new lighter alcohol wine brand that would provide a healthier alternative to full-strength wine, without sacrificing taste. From this premise State of Light was born.
Naming was an essential part of positioning the brand within the light alcohol category. ‘State of Light’ speaks to the lighter nature of the wine, as well as the intangible lightness created by being present in the moment, and being able to enjoy drinks with friends - without the hangover.
While most low alcohol wines tend to be more subtle in taste, a point of difference for State of Light is it’s uncompromising fullness of flavour, despite the subtraction of alcohol. As a result we felt the packaging called for rich imagery articulating it’s bold, refreshing flavour profile. We sought out lush vintage botanical imagery that plays with the idea of light and darkness to allude to the depth and complexity of the wine.