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2006
Emma Award “Excellence in Print Advertising” American Marketing
Association There are several brands of wine that make up the Prince Michel of Virginia product line: Madison, Rapidan River, Prince Michel, Symbius, and most recently, Raccoon Ridge. Each is located at a different price point and is targeted at different groups of wine drinkers. Raccoon Ridge is a brand new wine and Gotham Graphix based the label design around a charming watercolor drawing of “Rocky” Raccoon. An effervescent typeface proclaims the name of the wine while bright bars of color form the frame of the label. At the 2005 American Marketing Association’s Excellence in Marketing Awards, Gotham Graphix received an Emma Award for this label design. Prince Michel of Virginia wanted a completely new look and feel for their 2005 advertising campaign. Gotham Graphix felt that wine should be shown as an enjoyable experience unlike other wine writing and advertising which stress the sophistication and intricacy of wine analysis. Prince Michel agreed that their wines should be portrayed as fun rather than work. This approach was also intended to attract a younger audience to their wine lines that are both affordable and delicious. Taglines were written that emphasized the contrast of fun vs. difficulty: “Aged (not ancient)”, “Rich (not pricey)”, “Elegant (not arrogant)”, and “Complex (not complicated)”. For the prior 2004/2005 advertising season, Prince Michel of Virginia wanted to entice people to visit their facility on Route 29 north of Charlottesville. Gotham Graphix began by creating a whimsical illustration showing a couple enjoying a glass of wine outside the distinctive facade of Prince Michel’s winery. The tagline cleverly played off the name of the winery: “Meet the Prince, Shop like a Queen, Feast in the Castle, Tour the Kingdom.” |
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