Creating a Modern Expression of a Heritage Brand

SIMI Winery

Constellation Brands, the world’s 2nd largest wine producer, was investing heavily in its SIMI brand to capitalize on its remarkable wines and 140-year heritage, and to premiumize its presence and price point. Constellation asked Trinity to create a distinctively elevated and contemporary new packaging system design for SIMI’s popular Ultra-Premium County Tier and its Reserve tier.

Creative Strategy
Portfolio Architecture Strategy
Identity Design
Packaging Systems Design
Naming
Copywriting
Identity Toolbox
Category, Audience & Brand Audits

The new design system brings forward SIMI’s distinctive heritage story using a thoroughly modern expression. Off-center architecture and generous negative space combine to deliver an elevated and modern sensibility. Classic typography and an understated, elegant brandmark locked up with the brand’s established date bring timelessness to SIMI’s heritage. The tiers are distinguished from one another through color, paper stock and print techniques. Confirming the new look delivers on strategy, consumer research achieved high scores for “worth paying more for.”