Luxury products by definition demand packaging well above the run-of-the-mill variety, especially for the well-traveled, prestigious global brands such as the exclusive Karl Kaiser ice wine produced by Niagara-on-the-Lake, Ont.-based vintner Inniskillin.
Launched in late 2007 exclusively at select high-end duty-free shops and retailing for an eye-popping $450 per bottle, the super-premium brand was introduced as a way to honor the career of the company’s recently-retired co-founder and a world-renowned ice wine maker Karl Kaiser, with only 1,200 of the 750-ml bottles released for sale.
With such exclusivity, an ordinary glass bottle would hardly do justice to the brand, which is why Inniskillin hired the Canadian-based package design specialists dossiercreative inc. to create a truly memorable package.
Not only did dossiercreative deliver on that score with the individually numbered and signed frosted-glass bottles (see picture) designed to provide consumers with a multi-stage unveiling experience, the high-end packaging ended up winning the Silver prize in the Luxury Packaging category of this year’s Pentawards competition—the world’s first and only global competition devoted exclusively to packaging design.
“The Silver Pentaward in the Luxury Packaging category confirms that the branding and packaging we created for Karl Kaiser Legacy Icewine resonates in a globally contested arena in the way it was intended,” says dossiercreative’s co-founder and creative director Don Chisholm, pointing out that his company joins an exclusive group of only three Canadian design companies to have ever won a Pentaward.
“The exclusive release is also sold out, which in turn shows that the target consumer responded as well,” Chisholm adds. “We are really happy and proud because successes and awards like this attest to the effectiveness of a great brand strategy.”