Case Studies : Peltier Station USB
{ USB Port Label Design }
Lodi-based Peltier Station looked to add another brand to their line up with the release of a "Port" varietal. However, innovative solutions were needed for both the brand name and the package redesign.
The Challenge:
Unable to call their port varietal a "Port" (due to newly issued EU Regulations which prohibit any winery from using the term "Port" on their package with the exception of those specifically produced in Portugal), Peltier Station Winery found a creative loophole: naming their dessert wine "USB" while suggestively hinting at the word "Port". The package undeniably demanded an equally clever solution, one that not only instantly connected to a tech level bringing the "USB Port" angle to light, but also one that had many levels of sophistication, subtlety and depth.
The Solution:
The final solution yielded aged grape vines built out of binary code that translates as "Peltier Station", and roots that form the recognized USB computer symbol, also built out of binary code. The package was reinforced with a distinctive glass choice, and a sleek wax capsule that further enhanced the "techy" visual aesthetics. Back label copy was provided by the client which left it to the viewer to fill in the letters "port" in underlined slots (i.e. im____ant for "important").
Peltier Station reported selling out of the product within the first week. With little marketing or advertising, they could only explain the public response through the posting of one online post which went viral. USB Port went on to win a 2008 Davey Award Silver Packaging Award and was featured on the thedieline.com (a leading packaging design website). USB has been featured in over 22,500 website posts, and numerous newspapers and magazines.
