Auston Design Group, along with San Francisco-based tech company Tactic, worked together to redesign the Phantom Chardonnay package. Phantom’s original paper label has been replaced with a screen-printed label depicting a haunted vineyard that is blanketed in a ghostly golden fog. The haunting feel to this label is no coincidence as it pays homage to the Bogle family name, which means “ghost” in Scottish.
The design wraps around the bottle and is accentuated with an elegant, 22-karat gold Phantom logo. The design is a half wrap fog gradient with feathered edges to portray slow fog creeping in through the vineyard. Why is this tricky? The focal element of this design is negative bottle surface and achieving gradients in screen print consistently is extremely difficult to do! A fog texture was created and placed behind the vines as a design and technical element to mask inconsistencies that are unavoidable in the gradient. Finding that perfect balance between color, opacity, screen mesh, and a strong client/vendor relationship is what allowed for this package to be successful.