Alchemy Vineyards

CONCEPT | IDENTITY | PACKAGING | COLLATERAL

Alchemy Vineyards is a conceptual vineyard and winery committed to making premium handcrafted wines. This concept explores establishing a brand identity through package design. I envision this vineyard resulting from an English family recently purchasing a property to produce wine within the Napa Valley. The owners wanted a brand name to honor their heritage and a brand identity with deep thought behind the details of its appearance. The name Alchemy Vineyards takes after the legend of the Philosopher's Stone, also known as the Elixir of Life. Useful for rejuvenation and for achieving immortality, for many centuries, the Philosopher's Stone was the most sought goal in alchemy.

I first researched the legend of the Philosopher's Stone, which led me to the recent discovery of Isaac Newton's illustration detailing mid-17th-century Harvard alchemist George Starkey's procedure for producing a philosopher's stone. It guided the central design of the bottle labels. I designed the alchemic symbols used in the illustration to be recognizable at a small size. I then applied the symbols to various other elements of the packaging including wrapping paper, paper bags, and wine boxes.