The Crossings

We partnered with Deutsch Family Wine & Spirits to refresh The Crossings brand and grow off-premise sales.

Capabilities

Packaging Design

Branding

Challenge

Deutsch Family Wine & Spirits is the US sales and marketing arm for The Crossings, a premier mid-tier sustainable New Zealand wine label and has strong growth aspirations for the brand. The Crossings performs strongly in On Premise, and was hit hard by COVID closures and On-Premise category sales declines. Facing strong headwinds in a highly competitive New Zealand wine segment, they were looking for a breakthrough label for their Sauvignon Blanc (which accounts for 99% of brand volume) that would motivate consumers to choose The Crossings at retail over more heavily advertised brands.

Action Taken

DuPuis partnered with The Crossings and associated research teams to develop a consumer-vetted standout label that communicates the winery’s roots in riverside vineyards in the Marlborough’s Awatere Valley. We began by creating several initial label designs that communicate the refreshing taste of crossing over to the purest expression of Marlborough. Taking an iterative approach with consumer input, we then partnered with The Crossings’ research agency to learn and refine through both qualitative and quantitative research. The final Sauvignon Blanc front and back labels convey full flavor with a rich teal gradient, while the logo script and gold-foiled sailboat bring a touch of elegance and reflect the winery’s river roots.