The Arsonist

Wine Brand - Art Direction

Design of case box packaging
and point of sale materials

The Arsonist evolved from a dark name and eerie original painting into a refined pen-and-ink illustration by artist Elvis Swift, depicting the Greek god Prometheus bringing fire to humankind.

The winery owner was drawn to Swift’s distinctive illustration style. After researching his work, I developed the Prometheus concept and assembled visual references to communicate the desired tone, symbolism, and direction. I then collaborated with Swift throughout the illustration process to help bring the concept to life.

The visual identity was extended across a full range of packaging and point-of-sale materials, including case boxes, tray packs shown here, case sleeves, brochures, shelf talkers, sell sheets, and bottle neckers. I enjoyed adapting the brand across these varied formats while maintaining a cohesive and recognizable presence.

CREDITS:

Script Typography and pen and ink artwork: Elvis Swift

Flame and "Arsonist" typography: Dia Calhoun

Art Direction on artwork and Prometheus Concept: Aileen Niizawa

Label Art Direction: Carole Goulding

Photography of label: Virginia Sandfer

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