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A wine story told by craft beer makers.

The Odell Wine Project is an idea that grew organically within the brewery as a way to continue their passion for fermentation, challenge the craft and deliver a quality wine experience that lives up to Odell’s own standards of excellence. We were tasked with creating an overall identity and packaging system to mirror that sentiment.

Much like the natural world, the Odell Wine Project will be a living, breathing, evolving brand. Odell embraces the project mindset and will proudly and transparently operate in a state of experimentation, exploration and refinement as they chase their own standards of perfection.

The packaging reflects this kinship with nature, with each can featuring an organic pattern that is a product of nature’s own self organizing biological systems.

IDENTITY / ART DIRECTION / PACKAGING

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“The visuals are inspired by nature’s fingerprints known as “Li” patterns or “Self Organizing Symmetries.” In the natural world, self-organization (or “spontaneous order”) occurs in many physical, chemical, biological and cognitive systems. It’s a phenomena that establishes regularity in even the most seemingly irregular forces. This includes crystallization, thermal convection of fluids, chemical oscillation and even animal swarming.

In the context of the packaging and brand, it’s about seeing beauty in a wild, uncharted journey as well as the marriage of science and nature in the wine making process.”