Another celebrity wine! This one is from Sarah Jessica Parker, best known for her character Carrie Bradshaw on Sex and the City. Carrie was fashion obsessed. It might be unfair to assume an actor shares their character’s passions but I hoped SJP would create the package design equivalent of Carrie’s Manolo Blahnik shoes. X, SJP is not that.
So what is X,? It dominates the label. Three bold brush strokes. But what does it mean? I had to search. Apparently, it represents a kiss as would be used to sign off a communication. Does one use a brush to sign a letter? It might have worked as a lipstick on a mirror metaphor. That would even be on-brand. Then there’s the use of the Copperplate typeface—a retro relic of thermal engraved business cards—for Sarah’s name and initials. More banker than Blahnik. Boring.
If the label design falls short of expectations the purpose of the brand does not. Proceeds support the Feed Foundation which provides school meals to kids around the world. Admirable.
Also admirable is SJP’s personal participation in the creation of the wine. Working with Invivo from New Zealand, the first release from the partnership was naturally a Sauvignon Blanc. There’s an interesting video of the wine’s 2021 development which sees SJP measuring and blending wine samples on a video call with the winemakers. Kudos to the partners for looking to the South of France to produce this Rosé. The pale, pink promise of Provence is delivered in stellar fashion. I would heartily recommend this wine for both its quality and contribution to a deserving cause.
If this site proves one thing it is that design can produce drool-worthy packaging that commands attention, engages consumers, and generates sales. Great brand stories and concepts connect with a specific target audience. That’s what’s missing here. There’s a good story and a great product but how does it connect with this celebrity’s fans or socially conscientious consumers? If you have an answer for that, let me know in the comments below.
X, DW
