Working from the Cloudy Bay brand position of luxury and simplicity, we created a label that reflected the Cloudy Bay brand but had a personality of its own. We commissioned local artist Nicholas Dylan to paint a watercolour of the Richmond ranges, the iconic hills that have defined the Cloudy Bay wine labels for 25 years. The watercolour image was printed with premium inks on textured stock to reflect the crafted and artisan nature of the wine. The label shape was changed to sit more elegantly on the bottle and the foil hood was lengthened and the Cloudy Bay branding added. For the gift boxes, we wrapped the watercolour image around the box. Four boxes together creates the full image for maximum impact on the shelf.